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

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.