E-Trust in E-Commerce: A Systematic Literature Review

Abstract

The abstract must be short, interesting, simple, and easy to understand without trust is a key principle in building longterm successful relationships in the e-commerce context. With no physical interaction between buyers and sellers, how websites can gain the trust of buyers and fulfil promises made has become a central issue in fostering customer confidence. It became important to gain an in-depth understanding of the concept of e-trust or online trust. A systematic literature review was conducted with the aim of identifying the terminology of e-trust/online trust and its size in the context of e-commerce and its derivatives. After going through several stages, 18 articles were obtained that match the criteria with a publication range from 2010-2020. E-trust/online trust is dominantly defined as the main key to customer confidence to conduct online transactions with various sizes emphasizing risk and security.

Service Quality and Trust as Predictors of Online Purchasing Decisions Mediated by Perceived Risk

“…Consumers who already have trust in one e-commerce will feel uncomfortable if they have to transact with another e-commerce. So trust can arise due to the minimum risk accepted by a consumer (Yusuf, Gaffar, Hurriyati & Wibowo, 2023). E-commerce buyers will give a rating to the seller's product or store, the rating can be a sense of trust felt by the buyer towards the store or product being sold.…”