Budování spotřebitelské důvěry v e-commerce v odvětví malých podniků

This bachelor’s thesis focuses on building consumer trust in e-commerce, with an emphasis on small businesses. The aim of this thesis was to identify the key factors of consumer trust in e-commerce and compile a set of practical recommendations for managers of small businesses. The theoretical part describes the characteristics of consumer behavior and the role of trust in e-commerce, the current situation regarding fraudulent behavior in the Czech internet environment, specifics of small businesses and the main attributes of the e-shop with a potential influence on trustworthiness. Subsequently, research was conducted through a quantitative questionnaire survey on a sample of 202 consumers who actively shop online. From the survey, it was found that the factors related to the clear identification of the operator, easily searchable contact information, reviews, payment methods and clearly defined conditions of delivery, return and complaints, as well as the appearance of the website, had the greatest influence on trustworthiness. Based on this research, recommendations for managers of smaller e-shops were formulated and applied to a case study of a newly emerging e-shop.