Theoretical and Empirical Study on Success Factors to Enhance Customer Trust in E-commerce

摘要

As electronic commerce develops, its success critically depends on establishing, maintaining and managing customer trust in e-commerce Web sites. This paper identifies critical success factors that enhance customer trust in e-commerce Web sites and examines those factors in relation to the e-commerce success metrics using qualitative and quantitative methods. The result suggests that certain functional, organizational, security, and infrastructure factors of Web design have significant positive impact on the customer trust in e-commerce Web sites. The implication could help organizations concentrate on critical success factor to develop or update e-commerce Web site for establishing a strong customer trust to design more effectively.