THE IMPACT OF E-COMMERCE AS A MEDIATOR ON CONSUMER TRUST IN INDEPENDENT SMALL AND MEDIUM LEBANESE RETAIL ENTERPRISES

Objective: The objective of this study is to investigate the effect of consumer trust on small and medium enterprises (SMEs) in the retail industry, with the aim of proposing a model for electronic commerce as a mediating factor between retail SMEs and consumer trust.   Theoretical Framework: In this topic, the main concepts and theories that underpin the research are presented. The Technology Acceptance Model (TAM), Trust Theory, and the Diffusion of Innovations Theory stand out, providing a solid basis for understanding the context of the investigation.   Method: The methodology adopted for this research comprises a mixed-methods study design, including a quantitative approache. Participants included SME owners and consumers. Data collection was carried out through surveys, utilizing questionnaires to gather comprehensive insights.   Results and Discussion: The results obtained revealed that e-commerce adoption significantly boosts consumer trust in SMEs, providing them with a competitive edge in the market. In the discussion section, these results are contextualized in light of the theoretical framework, highlighting the implications and relationships identified noting the limitations of the study, such as sample size and scope.   Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of retail management and e-commerce. These implications could encompass strategic planning for SMEs, consumer behavior analysis, and digital marketing strategies.   Originality/Value: This study contributes to the literature by proposing a new model that positions electronic commerce as a mediating factor between retail SMEs and consumer trust. The relevance and value of this research are evidenced by the potential impact on enhancing consumer trust and competitive advantage in the retail industry, particularly in the post-pandemic era.