THE IMPACT OF CUSTOMER TRUST ON PURCHASE DECISIONS IN E-COMMERCE
DOI:
https://doi.org/10.5281/zenodo.22643105Abstract
This study examines the factors shaping customer trust in e-commerce and the mechanisms through which trust influences
purchase decisions. Key theoretical approaches to customer trust are considered, and institutional, platform-related, social, and experience-
based factors are identified. A conceptual model demonstrates the direct effects of trust on purchase intention, repeat purchases,
and customer loyalty, as well as its indirect effect through the reduction of perceived risk. Practical recommendations are proposed for
e-commerce businesses and regulators in Uzbekistan to strengthen customer trust and support sustainable development in the digital
commerce environment
Keywords
e-commerce, customer trust, purchase decisions, perceived risk, marketplace, customer loyalty, online reviewsReferences
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