Segmenting B2C e-commerce consumers on the basis of consumer trust

Gusain, Akhilesh Singh; Gupta, Rahul; Khazanchi, Deepak

doi:10.47974/JSMS-1180

Open Access Research Article

Segmenting B2C e-commerce consumers on the basis of consumer trust

^*Akhilesh Singh GusainCorresponding authorakhilesh47@rediffmail.comAmity Business School Amity UniversityNoida, Uttar Pradesh, IndiaView full profile → , Rahul Guptargupta10@amity.eduAmity Business School Amity UniversityNoida, Uttar Pradesh, IndiaView full profile → , Deepak Khazanchikhazanchi@unomaha.eduCollege of Information & Technology University of Nebraska Omaha, Nebraska, U.S.A.View full profile →

* Corresponding author · click or hover a name for details

pp. 1253–1263Vol. 26Issue 5July 2023DOI: 10.47974/JSMS-1180XML

Published Online:: 25 Sep 2023
Article type:: Research Article
Language:: EN
Article no.:: JSMS-1180
Pages:: 1253–1263

Abstract

Trust, in B2C e-commerce, has been recognized as an important barrier because of the transaction - that involves sharing of personal and financial data. It is well established that an absence of consumer online trust can have a negative impact on e-commerce, whereas unwavering trust climate can lead to business growth. This manuscript conducts a literature review and lists the determinants of trust in B2C e-commerce. The researchers intend to propose a conceptual framework for studying trust as well as segmenting consumers in the context of B2C e-commerce. This paper identifies 4 trust based consumer segments with the help of an empirical research. Proper segmentation will support brands and the marketing function in the formulation of appropriate targeting strategies to improve consumer conversion.

Keywords

Consumer segmentation Consumer trust E-commerce Online consumers targeting

Subject Classifications

91D10

References

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