Consumer Trust in E-Commerce Platforms: A Comparative Study of Urban vs. Semi-Urban Users

Author(s)	Dr. Shruti Mathur
Country	India
Abstract	The rapid expansion of e-commerce in India has made consumer trust a crucial factor in online purchasing decisions. Trust levels vary between urban and semi-urban consumers due to differences in digital literacy, internet access, and online shopping experiences. Urban users are generally influenced by website quality, payment security, and brand reputation, whereas semi-urban consumers place greater importance on cash-on-delivery, delivery reliability, and peer recommendations. This study compares the key factors affecting consumer trust in e-commerce platforms across these two segments and provides insights for developing effective trust-building strategies.
Keywords	e-commerce, technological, digital adoption, socio-economic, geographic, brand reputation, secure payment options, customer reviews.
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-18

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