ABSTRACT
Trust is one of the most important factors influencing consumer decisions. The internet offers great opportunities for online purchases. It enables free access to news from around the world, eliminates barriers related to physical limitations or geographic remoteness, while also reducing transaction costs. Consumers’ purchasing decisions are heavily influenced by factors such as personal preferences, trust in websites, and security. Currently, the most popular sources of information are primarily social media, many of which are willing to recommend many products. The problem is effectiveness, selection, and then the identification of key information that satisfies us and convinces us to make a purchase.
The aim of the study is to indicate to what extent individual groups of factors related to the specificity of products (goods) and services, payment methods, social impact, and security determine the level of trust and the propensity to buy online. A model of structural equations was used in the research. The study was conducted in 2022 among university students and employees.
