Determinants of trust in B2C E-commerce

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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.