Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{189984,
        author = {Dr. Ashok Kumar Meena and Pradeep Kushwaha},
        title = {The Role of Trust in Shaping Consumer Behaviour on Digital Marketplace},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {1402-1407},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189984},
        abstract = {This research paper investigates how consumer trust influences buying decisions in the growing landscape of e-commerce. With increasing digital transactions and limited face-to-face interaction, trust has become a key factor in shaping the behavior of the consumers. The research identifies key components that affect trust, like safe payment systems, transparent return and refund policies, authentic product reviews, and reliable customer service.

A structured questionnaire was distributed among 200 online shoppers in India, covering various age groups and occupations. The data collected was analyzed statistically, revealing a significant favorable relationship of trust and online buying behavior. Platforms like Amazon and Flipkart emerged as the most trusted due to their user-friendly policies and brand reputation. On the contrary, concerns about fake reviews, privacy issues, and seller reliability were highlighted as major trust barriers.
The research concludes that trust significantly affects purchase intent, satisfaction, and customer loyalty. E-commerce platforms that prioritize transparency, product authenticity, and responsive customer support can build sustainable consumer relationships. The study recommends stronger seller verification processes, stricter data privacy measures, and improved grievance redressal systems. Additionally, Further research could examine how trust behavior varies by area and culture. and assess the impact of emerging technologies in reinforcing consumer trust.

Overall, the study highlights that trust is not optional—it is essential for the long-term success of digital marketplaces.},
        keywords = {Consumer Trust, Digital Marketplaces, Online Consumer Behavior, E-Commerce Platforms},
        month = {January},
        }