Cognitive–Affective Trust Towards International E-Commerce Platforms: A Study of Polish Young Consumers

This study explores the cognitive–affective foundations of trust in international e-commerce among 218 young adult Polish consumers under 35 years of age. Data was collected through a computer-assisted web interview (CAWI). Three composite indices were developed to capture cognitive trust (COGINDEX), affective trust (AFFINDEX), and overall trust (TRUSTSCORE). Descriptive statistics, quadrant segmentation, and hierarchical regression analysis were applied to examine the relative weight of cognitive and affective factors. The results show that cognitive trust explains nearly half of the variance in overall trust, while affective factors add only marginal predictive value. Quadrant analysis further revealed that frequent purchasing clustered among respondents with high cognitive trust, whereas affective cues mainly played a supportive role. These findings confirm a sequencing model of trust formation, where rational assurances provide the baseline and emotional features reinforce engagement and loyalty. The study was limited by a small and non-random sample size, while the focus on young adults in Poland restricts its generalisability.