The Trust in Online Shopping during COVID-19: Case Study from Kosovo

Abstract

Consumer trust with online shopping is directly dependent on a few factors. There is a constant dilemma in the market related to the question which online shopping determinants affect the customer trust. Online purchasing is becoming increasingly common as a purchasing mode. This paper deals with the analysis of customer satisfaction, with the aim of utilizing the empirical research on the Kosovo market in COVID-19 period in order to determine the connection between customer trust and certain determinants of online shopping. The paper was conducted using the questionnaire instrument and there are two hundred and fifty (250) respondents from Kosovo. Moreover, in the paper three (3) hypothesis are presented the results that come out of it are very interesting. For hypothesis testing and recommendation was used Correlation Analysis.