Factors Affecting the Level of Customer Trust on Fashion Russian E-Commerce Market

Student: Milana Bajzhanova

Educational Programme: Marketing and Market Analytics (Bachelor)

Final Grade: 9

Year of Graduation: 2024

This research work aims to identify the factors that influence the level of trust when making decisions to purchase fashion goods in the Russian e-commerce marketplace. To achieve this goal, the current market situation and the level of development of the fashion category in the e-commerce market in Russia are investigated, and then the development strategy for the fashion direction of one of the largest marketplaces in Russia is analyzed. An empirical study is conducted to determine consumer behavior characteristics. The results of this study provide new insights into customer behavior in the fashion segment of online shopping and develop practical recommendations for marketers and sellers on the largest online marketplaces in order to increase consumer trust.

Full text (added May 21, 2024)

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