Marketing developing electronic commerce

Abstract

Electronic commerce is one of the most rapidly evolving business sectors, which has the potential to provide competitive advantage to businesses. One of the main electronic commerce problems is the lack of consumer trust. The main purpose of this paper is to develop integrated complex consumer trust in electronic commerce encouragement model, based on theoretical research. The tasks of the paper are: to describe electronic commerce and the lack of consumer trust problem; determine marketing specifications in electronic commerce; analyze different consumer trust encouragement models and identify best solutions. The research method used in this paper is literature analysis. According to research results, the lack of consumer trust in electronic commerce problem can be solved using marketing tools. The developed model includes main consumer trust criteria and marketing tools for enabling them.