Opinie klientów jako czynnik wpływający na zaufanie do podmiotów branży e-handlu
Customers’ Opinions as a Determinant of Trust to E-commerce Companies

Summary/Abstract: In the Internet era customers share their opinions more frequently than ever. E-WOM is a part of informal communication which plays a significant role in building trust to a company. According to many research, customers’ opinions are one of the most important determinant influencing the purchase intensions and decisions. Negative opinions are worth for companies, because they deliver information about necessary changes. It should be taken into consideration that popular place to share opinions are social media.

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