Analyzing The Factors Affecting Online Trust in B2C E-commerce and Its Impact on Purchase Intention in Egypt

Abstract

This study investigates the determinants of e-commerce trust among Egyptian consumers, including privacy, security, vendor reputation, website quality, deterrence, experience, and social factors, and adopts the Technology, Organization, Environment (TOE) and technological-personal-environmental (TPE) frameworks. Addressing a significant research gap in the academic literature, particularly regarding e-commerce trust in Egypt, the study employs a quantitative approach to analyze the factors impacting consumers' e-commerce acceptance. A total of 386 self-administered questionnaires were distributed, collected, and analyzed using the Statistical Package for Social Science (SPSS) version 20, with multiple regression analysis employed to test hypotheses. Findings reveal that perceived vendor reputation, social influences, deterrence, and knowledge and experience influence trust in the online vendor, while perceived website quality and privacy were found to be insignificant. The implications of these findings provide practitioners with insights to develop strategies for enhancing trust and business growth in the Egyptian e-commerce market. This research contributes to understanding Egyptian consumers' e-commerce behavior, addressing the need for digitization in developing societies, and adding to the literature on e-commerce usage in such contexts.