2026.01.trust-ecommerce Determinants of Consumer Trust and Purchase Intention in India’s Emerging E-Commerce Market

An Empirical Examination of Trust Drivers and Online Purchase Behaviour in India’s E-Commerce Market

Abstract

This study investigates the critical determinants of consumer trust and purchase intention in emerging e-commerce markets, with a specific focus on India. As digital penetration accelerates, understanding the barriers to online adoption beyond basic infrastructure becomes paramount. Through a mixed-methods approach—combining a structured survey of 427 online shoppers with a quantitative analysis of platform design elements—this paper identifies and ranks the primary trust factors influencing buying decisions. The results highlight that transaction security assurance, transparent return policies, and user-generated reviews significantly outweigh traditional factors like price and variety in building initial consumer confidence. Furthermore, the research reveals a notable "mobile-first, trust-second" behavioral pattern among new internet users. The findings provide actionable insights for e-commerce platforms aiming to convert first-time users into repeat customers and contribute to the theoretical framework of technology adoption in price-sensitive, high-growth digital economies.

Keywords: E-commerce Adoption, Consumer Trust, Purchase Intention, Digital Markets, Platform Design, India, Mobile Commerce.