Faktori povjerenja u E-transakcije
Factors of Trust in E-Transactions

Summary/Abstract: Growing trend in development of e-commerce, besides many important benefits, creates some challenges in terms of development of trust between companies and consumers. Lack of trust will not lead to performance of etransactions. The purpose of this paper is the identification and determination of the most important factors which influence increase of consumers’ trust in e transactions. Besides the analysis of existing literature, a field research has been conducted on a sample of 509 respondents using an online survey. Main findings of the survey confirm that the most important factors for development of online trust are: website usability, privacy, security, expected product performance, loyalty and electronic customer relationship management (e- CRM).

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