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In the case of companies that are unknown or less recognizable on the real market. The factors determining trust include knowlge and familiarity with the brand by the consumer, calculation of costs and benefits, but also faith, belief in the partner’s honesty and good will, which shape opinions about the company. High consumer confidence, according to the cost transaction theory, ruces uncertainty and thus ruces transaction costs ; as a result, consumers’ satisfaction, loyalty and commitment increase. Behavior of e customers Among the key benefits of online shopping are the convenience of shopping, lower prices and a wider offer than in traditional stores.

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The cribility of the store is verifi in of cases by reading the opinions of Internet users. In the Gemius study dicat to the e commerce industry, when ask which elements affect the cribility of an online store they enter for the first time, they indicat positive Venezuela Mobile Number List customer reviews as the most important element. It is worth noting that “Nice and legible product presentation as well as. Quality marks and certificates of trust grant by independent organizations were indicat by only of the respondents. This means that consumers trust the opinions of other users much more than “independent organizations.

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This confirms the power of opinion as a factor building trust in the company and the sense of striving for the so call emotional loyalty of customers behavior of e customers Loyal customers of the company are divid into those who are loyal because B to B Database of economic benefits and those who are loyal because of the values ​​represent by the company, customers who feel an emotional bond with the company and become its ambassadors. The current that appreciates the value of recommendations and positive opinions about a product or a company is also present in the theory of customer value.

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