Examining the Impact of Trust on the e-Commerce Purchase Intentions of Young Consumers in Poland

In the contemporary economy, e-commerce is experiencing dynamic growth. One of the factors that determines its development is that of online trust in terms of the relations between the online seller and the consumer. The adoption of the assumption that online trust has an impact on the purchasing behavior of e-consumers had an influence on the formulation of the aim of the research, which was to identify the relations between cultural factors and consumer online trust, as well as the impact of consumer online trust on the purchasing intentions of young consumers. The empirical results illustrate that the trust attributes significantly affect the purchasing intentions of young consumers. In particular, trust in websites and positive experiences in relations with an online shop in the past have a direct positive influence on the intentions to conduct transactions on the internet. The research findings indicate their potential use in marketing practice.