| Abstract [eng] |
Relevance of the topic. Intensifying competition, less barriers for entering the market, erosion of boundaries between markets areas – these are business conditions which change the behaviour of the market participants not only in the physical, but also in the virtual environment. The strengthening competition cuts down the value of price-based offers and necessitates the companies to look for longer-term competitive advantages. The importance of such issues becomes very significant in the virtual environment where companies compete both in the local, and in the global markets. Problem of the work. Based on the opinion of several authors (Po-Hung, 2013; Chen, O'Brien ir Guo, 2012; Yu-Hui ir Bernes, 2007; Mukherjee ir Nath, 2007; Ribbink, Riel, Liljander ir Streukens, 2004) who researched consumers behaviour in the virtual environment, the main aspect which decreases decision taking uncertainties and complexity in electronic trade is the trust of the consumers. Based on the results of researches performed so far, it is possible to maintain that there is causal relationship between the trust of the consumer in the seller and their loyalty in the virtual environment for which the consumers tend to spend more and the probability of return purchases increases. Insufficient knowledge of the characteristics of this relationship, including the expression of the moderators and the knowledge of the factors determining the trust / limiting factors of virtual environment consumers, allows to define the following problematic issues – what factors determine the trust of consumer in the virtual environment and how this affects the loyalty of the consumers? The aim of the work – to substantiate the expression of consumer trust in their loyalty development in the virtual environment. |
