Abstract:

In the 21^th century, the dynamic development of e-commerce may be observed. Its future is dependent on a multitude of factors, one of the most important being consumer trust online. Trust may be defined as the reliability of the internet provider that offers products or services. In this paper, the factors determining consumer trust online were identified and its impact on the loyalty of consumers towards online shops was analysed. The principal aim of this author was the search for answers to the following research questions: What factors have an impact on the level of consumer trust online among young consumers? What relations exist between these factors and the attributes of consumer trust online? What impact does consumer trust have on consumer loyalty? The survey method was applied in the search for answers to these questions. As a result of the research, it was discovered that the greatest impact on consumer trust online was exerted by consumer satisfaction, the quality of service and the quality of communication. It was illustrated that trust online has a significant impact on the loyalty of consumers towards online shops.