Understanding the Social Construction of Trust in E-Commerce: An Interpretivist Inquiry

Abstract

This research gives an understanding of the philosophy of trust in E-commerce. In online environments where security, risk, usability and other factors are important but social interaction, experience plays key factor in adaptation of E-commerce. Researchers in this study explain the interpretivist approach in which buyer and seller experience, social interaction, and mutual aspects decide whether to opt E-commerce or not. Researchers used qualitative analyses in this study to focus on the human experience related to E-commerce trust. Research study, reviews, social proof, communication style, brand reputation, cultural factors which shape trust. Although researchers also evaluate customer service, digital platform reliability shapes consumer trust. This study gives guidelines to businesses to develop and implement strategies which strengthen the trust of consumers which support socio-cultural digital economy acceptable the majority.