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Confidence-Building Challenges in e-Commerce
Kolomiyets G. M., Moskalenko M. O.

Kolomiyets, Ganna M., and Moskalenko, Maryna O. (2024) “Confidence-Building Challenges in e-Commerce.” Business Inform 8:224–230.
https://doi.org/10.32983/2222-4459-2024-8-224-230

Section: Economics of Trade and Services

Article is written in Ukrainian
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UDC 330.3; 339.3

Abstract:
The aim of the article is to allocate the components of the phenomenon of trust in e-commerce, identify models of trust and generalize the factors that ambiguously affect its strengthening. The search for ways to restore the Ukrainian economy actualizes the study of e-commerce, which has already become a catalyst for economic growth in many countries around the world. In today’s environment, building trusting relationships in the field of e-commerce is critical for the success of online businesses. It is proved that trust is a basic condition for the interaction of participants in online commercial activities. The fundamental structure of trust in e-commerce includes interpersonal, institutional, and digital constructs. In the current trust structure, one of the components that determines the overall trust of the online consumer is a priority. Different models of trust in e-commerce, presented today in different business systems, are a reflection of changes in the fundamental structure and are embodied in the current structure of trust. The challenges of developing trust in e-commerce are driven by cultural values, generational attitudes, and the level of digital maturity of the online consumer, so that building a trajectory for building trust in e-commerce depends on their awareness. In the current environment, the use of new technologies such as the Internet of Things, artificial intelligence, and machine learning in e-commerce creates new challenges for strengthening digital trust, as the reliability and accuracy of information obtained by a machine is questioned without taking into account factors that are subjective and non-obvious. Today, a transitional model of trust is relevant for Ukrainian e-commerce, due to the transformation of economic institutions and deformations of the socio-demographic structure. The development of e-commerce in Ukraine is constrained by a low level of institutional trust, cybersecurity problems, restrictions related to the quantitative and qualitative composition of potential online consumers, etc.

Keywords: e-commerce, trust in e-commerce, models of trust, components of trust, recovery of the national economy.

Fig.: 3. Bibl.: 17.

Kolomiyets Ganna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Moskalenko Maryna O. – Postgraduate Student, Department of Economic Theory and Economic Management Methods, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)

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