FACTORS INFLUENCING CONSUMER TRUST TOWARDS E- COMMERCE

This study attempts to analyze the factors influencing customer trust towards E- Commerce in Myanmar. Descriptive and quantitative methods are used in this study. This study used primary data as well as secondary data. To collect the primary data, 105 E-Commerce users who are currently studying MBF programme, Yangon University of Economics are selected. Influencing factors consist of perceived security, perceived privacy, perceived third party assurance, perceived reputation and perceived website quality. The study found that among the influencing factors, perceived third party assurance and perceived reputation significantly influence towards E- Commerce in Myanmar. However the study revealed that perceived security and perceived privacy do not influence towards E-Commerce in Myanmar. This study has shown that the majority of the respondents have trust the vendor that will keep its promises and obligations throughout the transaction phases. The effectiveness of third party assurance to create consumer trust has been enthusiastically supported in the E-Commerce industry. E-Commerce vendors need to cooperate with strong credit rating third party companies such as banks and security agencies and should provide guarantee statements to their E-Commerce users. Moreover, E-Commerce vendors should make partnership with the companies that produce superior quality of goods and service