Economic Resilience and Sustainability - Vol. 2Factors Influencing Consumer Attitude Toward E-commerce: The Case of the Republic of North Macedonia

Puntos clave

• Consumer attitude towards e-commerce is significantly influenced by factors like trust and perceived ease of use.
• Trust in online transactions emerges as a major influence on consumer willingness to engage in e-commerce.
• Assessment of responses from North Macedonian consumers highlights key motivating factors for e-commerce participation.
• Findings support the need for strategies to build trust and enhance consumer experience in online shopping.