La ricerca esplora i fattori che influenzano la fiducia online dei consumatori nel commercio elettronico B2C, focalizzandosi su Ekaterinburg. Si analizzano costrutti come sicurezza, privacy e reputazione del sito web, utilizzando questionari e analisi statistica tramite SPSS e R.
The research investigates the complex process of building and maintaining consumer trust in B2C e-commerce, particularly among consumers in Ekaterinburg, Russia. It examines key factors influencing online trust, including perceived security, privacy, third-party assurance, reputation, familiarity, and website quality. Utilizing a convenience sampling technique, the study collected data through questionnaires, which were analyzed using SPSS and R-language, aiming to provide insights into the determinants of online trust in the virtual shopping environment.
Die Untersuchung analysiert die Faktoren, die das Online-Vertrauen von Verbrauchern im B2C-E-Commerce beeinflussen, insbesondere in Jekaterinburg. Aspekte wie wahrgenommene Sicherheit, Datenschutz, Ruf und Website-Qualität wurden untersucht. Die Daten wurden mithilfe von SPSS und R ausgewertet.