The Relationship between Supply Chain Transparency and Customer Trust in E-Commerce: Evidence from China

Purpose: The purpose of this article was to analyze the relationship between supply chain transparency and customer trust in e-commerce: evidence from China. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study found that supply chain transparency positively impacts customer trust in e-commerce in China. When businesses shared information about sourcing, production, and ethical practices, customer trust and loyalty increased. The findings suggest that greater transparency boosts brand credibility and customer satisfaction, recommending that e-commerce companies prioritize transparency to strengthen consumer relationships and gain a competitive edge. Unique Contribution to Theory, Practice and Policy: Signaling theory, trust theory & the theory of planned behavior may be used to anchor future studies on the relationship between supply chain transparency and customer trust in e-commerce: evidence from China. E-commerce companies in China should invest in implementing transparent supply chain practices, such as providing clear information about product origins, sustainability practices, and delivery processes. Policymakers in China should consider developing and enforcing regulations that mandate transparency in supply chains, particularly in e-commerce platforms.