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The role of trust in consumer behavior in the Russian e-commerce market

P. 156–158.
Daviy A., Rebiazina V.

While trust is a one of the factors that may influence consumer behavior in the e-commerce market, its role depends on the research context. This study examines the role of trust in the consumer behavior in the e-commerce market in Russia. Drawing on the Theory of Planned Behavior (TPB), this research considers the effect of trust on consumer intention to purchase online, on current online purchasing behavior and anticipated behavior. We propose that trust improve more online consumer behavior and repurchase intentions than consumer intention to buy online. Using structural equation modelling, the conceptual model will be tested with a sample of 1663 Russian Internet buyers. Additionally, influence of actual behavior on anticipated behavior will be calculated.

Language: English
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Keywords: internet retailingtheory of planned behavior emerging markets

In book

Conference Proceedings GSOM Emerging Market Conference 2018
Conference Proceedings GSOM Emerging Market Conference 2018
St. Petersburg: St. Petersburg University, 2018.
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