Assessment on the variables of trust for

Bangladeshi Online Marketplace

 A study on

Assessment on the variables of trust for

Bangladeshi Online Marketplace

Prepared for:
Dr. Md. Iftekharul Amin
Professor
Institute of Business Administration
University of Dhaka.

Course Name: Research Methods

Course Code: K503

Prepared by:
Group- 03
Section: B
Batch: MBA 65D
Members:
Name ID
Asadullahil Galib 201-65-070
Mostak Ahamed Tanmoy 201-65-071
Nahian Khan 201-65-072
Hasibur Rahman Chowdhury 201-65-074

Submission Date: 29th May 2024

 Letter of Transmittal
May 28th, 2024
Md. Iftekharul Amin, phD
Professor
Institute of Business Administration (IBA)
University of Dhaka

Subject: Submission of research paper titled ‘Assessing the variables of trust for Bangladeshi
online marketplaces’

Dear sir,
We, the members of group 03, are submitting our research paper titled ‘Assessing the variables
of trust for Bangladeshi online marketplaces’.
Establishing trust is critical to the long-term viability of the e-commerce business. It is critical
to obtain a better knowledge of the aspects that contribute to the dependability of e-commerce
marketplaces. The major goal of this study is to thoroughly evaluate the elements that impact
customers' trust in online marketplaces in Bangladesh. This version emphasizes the necessity
to understand the elements that influence client confidence in Bangladeshi settings.
We would like to express our gratitude for giving us the opportunity and guidance to complete
this task. Moreover, we would like to ensure that this case has been prepared under your
supervision and will not be recreated without your permission under any circumstances.

Sincerely,
Group 03
IBA MBA 65 (FT)

________________________ __________________________
Asadullahil Galib (ID:70) Nahian Khan (ID:72)

________________________ ______________________________
Mostak Ahamed Tanmoy (ID:71) Hasibur Rahman Chowdhury (ID:74)
 Acknowledgement
We would like to express our heartfelt gratitude to our esteemed professor, Dr. Md. Iftekharul
Amin, for his invaluable guidance and support. His instruction and encouragement throughout
our research process were pivotal. His thorough guidance and alignment of class lectures with
our research activities were immensely beneficial. He not only supervised our work but also
brought in guest lecturers to enhance our understanding of research methodologies.
We are particularly grateful to Zakaria Arifin, who taught us the intricacies of framework
design and hypothesis modeling, and to Associate Professor Md. Ershadul Haque, who
provided us with essential training on the usage of SPSS software. Their expertise and insights
were crucial in shaping our research.
Finally, we are deeply appreciative of the hard work, cooperation, and dedication of our
teammates. This collaborative effort has been a rewarding experience, and it would not have
been possible without the commitment and perseverance of every team member.
Thank you all for your invaluable contributions.
Contents
Executive Summary .................................................................................................................vii
1. Introduction ........................................................................................................................ 1
1.1. Objectives .................................................................................................................... 1
1.2 Scope of the report ........................................................................................................... 2
1.3 Rationale .......................................................................................................................... 3
2. Methodology ................................................................................................................... 4
2.1 Sampling...................................................................................................................... 4
2.1.1 Target Population ................................................................................................. 4
2.1.2 Sampling Frame ................................................................................................... 4
2.1.3 Conceptual Framework ........................................................................................ 5
2.1.4 Hypothesis Development ..................................................................................... 6
2.1.5 Measures .............................................................................................................. 7
2.1.6 Sample, Data and Technique ............................................................................... 7
2.1.7 Data Analysis Techniques.................................................................................... 8
3. Literature review ................................................................................................................ 9
4. Findings............................................................................................................................ 14
4.1 Descriptive statistics for constructs ............................................................................... 14
4.2 Reliability Analysis........................................................................................................ 16
4.3 KMO and Bartlett's Test ................................................................................................ 17
4.4 Evaluation of Measurement Model ................................................................................ 18
4.5 Confirmatory Factor Analysis (CFA) ............................................................................ 18
4.6 Evaluation of the Structural Equation Model ................................................................ 22
5. Discussion ........................................................................................................................ 24
6. Summary .......................................................................................................................... 25
7. Conclusion ....................................................................................................................... 25
References ................................................................................................................................ 26
Appendix .................................................................................................................................. 28
Questionnaire ....................................................................................................................... 28

v
List of Figures
Figure 1: Proposed conceptual framework of the study ............................................................ 5
Figure 2: Standardized Measurement Model of The Variables of Trust for Bangladeshi Online
Marketplace.............................................................................................................................. 19
Figure 3: Standardized Structural Equation Model of The Variables of Trust for Bangladeshi
Online Marketplace .................................................................................................................. 22

List of Tables
Table 1: Descriptive statistics for constructs (N = 80) ............................................................ 14
Table 2: Reliability Analysis ................................................................................................... 17
Table 3: KMO and Bartlett's Test ............................................................................................ 18
Table 4: Item loadings & Significance .................................................................................... 20
Table 5: Correlation Matrix and Average Variance Extracted ................................................ 21
Table 6: Summary of goodness of fit indices for Measurement Model .................................. 22
Table 7: Summary of goodness of fit indices for Structural Model ........................................ 23
Table 8: Summary of Testing of Hypothesis ........................................................................... 23

vi
Executive Summary
This study examines the various determinants that influence the reliability of e-commerce
platforms in Bangladesh. Significant determinants of confidence in the research encompass the
provision of comprehensive product information, the ease of placing orders and arranging
shipping, and the practicality of the purchasing experience and post-purchase support.
The results indicate that consumers have more faith in you when you provide them with
comprehensive product information and dependable order and delivery processes. It is critical
to have customer service that is robust and prompt, in addition to the capability to efficiently
manage returns. To ensure the security and usability of online shopping, it is critical to enhance
website design and security protocols. Although the extent to which regular contact and
problem-solving enhance trust was not ascertained, these aspects remain significant,
nonetheless. An enhancement in the security and reliability of online payment systems is
imperative, given that Bangladeshi consumers exhibit a strong preference for cash-on-delivery,
as indicated by the survey.
To establish and maintain consumer confidence, online marketplaces in Bangladesh must place
emphasis on user experience, product transparency, customer care, and security, as indicated
by the research. These findings hold immense value for e-commerce platforms seeking to
establish a durable consumer base and strengthen their market position.

vii
 1. Introduction
The rate at which e-commerce has expanded in Bangladesh over the past few years has been
astounding. However, establishing trust remains crucial for the sustained success of the
industry. Recent events have eroded the confidence of customers; therefore, it is crucial to gain
a deeper understanding of the factors that contribute to the reliability of e-commerce platforms
in Bangladesh.
This research proposal delineates an inquiry into the factors, if any, that inspire Bangladeshi
consumers to make online purchases regarding trust. The objective of this study is to assist e-
commerce businesses in enhancing their customer relationships and establishing a more
dependable and enduring digital marketplace through the identification of these factors.
To comprehend the factors that encourage and deter individuals from engaging in online
transactions, this paper will examine both favorable and unfavorable aspects of trust. The report
will study the factors that were defined in previous studies and research done on the topic and
survey the customers to find out if there are any other things that are influencing the trust of
the customers in Bangladeshi E-commerce sector.

1.1. Objectives
The primary objective of this research is to comprehensively assess the factors that influence
consumers' trust in online marketplaces in Bangladesh. By identifying and analyzing these
factors, the study aims to provide valuable insights into the determinants of institutional trust
in the context of e-commerce platforms. Moreover, the research seeks to offer actionable
recommendations for online marketplaces to enhance consumer trust and strengthen their
relationships with customers.
The report specifically aims to accomplish the following sub objectives.
1. Assess the influence of trust related factors: Expanding upon the factors that have been
identified, the objective of this study is to empirically assess the influence of trust-related
variables on the way in which consumers perceive institutional trust in online marketplaces
based in Bangladesh. To achieve this goal, statistical analyses must be performed to determine
the magnitude and direction of the correlations between trust determinants and overall trust
levels.
2. Propose strategies for trust enhancement: Based on the findings from the empirical analysis,
the study will develop actionable recommendations and strategies for online marketplaces to

1
better attain consumer trust. These recommendations may include improvements in website
design, security measures, customer service practices, transparency initiatives, and
communication strategies, among others.
3. Enhance Understanding of Consumer Behavior: Another objective of this research is to
deepen our understanding of consumer behavior in the online marketplace context. By
investigating the factors influencing trust formation, the study aims to shed light on how
consumers perceive and evaluate the reliability, credibility, and integrity of e-commerce
platforms.
4. Contribute to Academic and Practical Knowledge: This research seeks to contribute to both
academic scholarship and practical knowledge in the field of e-commerce and consumer
behavior. By offering empirical insights and actionable recommendations, the study aims to
advance theoretical understanding and provide valuable guidance for practitioners and
policymakers in the online marketplace industry.

1.2 Scope of the report

As discussed earlier in the objectives, this research will help identify the most effective
variables and their impacts on institutional trust that influence consumer trust in online
marketplace in Bangladesh. Consumer trust is critical in the conversion of internet users into
active e-marketplace customers. This trust serves as the basis upon which the entire e-
commerce ecosystem thrives. It influences consumers' desire to engage in online transactions,
make purchases, and create long-term connections with e-marketplace platforms.
E-marketplace and broadly the whole e-commerce of Bangladesh is in the crescent stage. 66.94
million internet users were in Bangladesh at the start of 2023, covering 38.9 percent of the
population, which was 33 percent back in 2017. Almost 35% of them are daily active internet
users resulting in around twenty-four million of the total population. According to Statista, a
German online platform working with global market statistics, the number of users in the e-
commerce market of Bangladesh in 2023 was 15.89 million, and the projection for 2029 is
32.98 million, almost double. Observing this growth rate of Internet users and the ever-
increasing consumer of e-media, it is obvious to state that online services including e-
commerce presents a promising and dynamic landscape with thriving opportunities for growth
and development. Therefore, we have inferred the following as the scope of this research
proposal.
1. Approaches to a sustainable e-commerce

2
2. Alteration in payment method
Approaches to a sustainable e-commerce: As the stated objective of this research,
understanding the key influential variables of institutional trust and understanding the behavior
of online consumers, we can propose strategies to enhance trust among the e-commerce
consumers. This can play a significant role for the sustainability and growth of the e-commerce
platforms by augmenting user experience and consumer satisfaction.
Alteration in payment method: Cash-on-delivery accounts for 80% of all payments, with
mobile payment channels accounting for only 15-20%. Cash-on-delivery increases the
potential of tax evasion and results in a lack of transparency in transactions. This is mostly due
to a lack of trust and the absence of a dependable and secure payment method. In case of finding
out key factors influencing trust, one can implement the right strategies to enable more payment
methods and gateways toward a more cashless digital system.

1.3 Rationale
Trust is a cornerstone of any business interaction, particularly in the e-commerce sector where
customers rely on the integrity and competence of merchants to fulfil their orders accurately
and efficiently. In the rapidly growing e-commerce industry of Bangladesh, understanding the
key factors that influence trust and risk perception among customers is crucial for building and
maintaining strong relationships with consumers in the digital marketplace. Identifying these
variables allows stakeholders, such as businesses, policymakers, and researchers, to address
the challenges that hinder the establishment of trust in e-commerce transactions. By pinpointing
factors like data privacy, delivery mechanisms, online transaction security, and fraud
prevention, it becomes possible to develop strategies and regulations that enhance consumer
confidence and protect their interests. This initiative-taking approach not only safeguards
consumers but also contributes to the sustainable growth and credibility of the e-commerce
sector in Bangladesh. The rationale behind identifying these variables is to create a more
transparent, secure, and trustworthy e-commerce environment that fosters long-term
relationships between businesses and customers, driving the sector's growth and ensuring a
positive digital shopping experience for all stakeholders.

3
2. Methodology
2.1 Sampling
2.1.1 Target Population
From 66.94 million internet users of Bangladesh, 15.89 million individuals show interest in
online shopping and create traffic on online sites. Age as a demographic parameter, around 14
percent of this online shopper’s population is of below 24 age group, 61% from the age bracket
of 25 to 34 and 25% of above the age 35. And as per a report, the number of social media users
in Bangladesh is 44.70 million (Datareportal, 2023) which is 26 percent of the total population.
Therefore, we concluded that the target population for the survey of this research are-
1. Sampling Unit: Active Online Marketplace User.
2. Element: Active Online Marketplace User.
3. Extent: Bangladesh.
4. Time: Period of the survey.

2.1.2 Sampling Frame

Based on the topic of the research, the report should contain the elements discussed in the
following list:
i) The person should be an adult.
ii) The person should use e-commerce platforms.

4
2.1.3 Conceptual Framework

Figure 1: Proposed conceptual framework of the study

5
 2.1.4 Hypothesis Development
Hypothesis 1:
H0: Institutional trust is not influenced by ease of product ordering and delivery.
H1: Institutional trust is positively influenced by ease of product ordering and delivery.
Hypothesis 2:
H0: Institutional trust is not positively influenced by security measures taken in monetary
transactions.
H1: Institutional trust is positively influenced by security measures taken in monetary
transactions.
Hypothesis 3:
H0: Institutional trust is not positively influenced by availability of product information
provided by the seller.
H1: Institutional trust is positively influenced by availability of product information provided
by the seller.
Hypothesis 4:
H0: Institutional trust is not positively influenced by wide product categories and quality
control measures taken by the marketplace.
H1: Institutional trust is positively influenced by wide product categories and quality control
measures taken by the marketplace.
Hypothesis 5:
H0: Institutional trust is not positively influenced by convenience of shopping and after sales
services provided by the marketplace.
H1: Institutional trust is positively influenced by convenience of shopping and after sales
services provided by the marketplace.
Hypothesis 6:
H0: Institutional trust is not positively influenced by communication and problem-solving
frequency.
H1: Institutional trust is positively influenced by communication and problem-solving
frequency.
Hypothesis 7:
H0: Institutional trust is not positively influenced by availability of customer review about the
product.

6
H1: Institutional trust is positively influenced by availability of customer review about the
product.
Hypothesis 8:
H0: Institutional trust is not positively influenced by perceived trust in the marketplace.
H1: Institutional trust is positively influenced by perceived trust in the marketplace.

2.1.5 Measures
After developing conceptual model integrating empirically supported factors indicating
Assessing the causative variables of institutional trust for Bangladeshi online marketplace, the
questionnaire was designed, and content validation was checked to understand the relation
among variables under study (Wai Tung Ho, 2010). The survey questionnaire included
respondents’ demographic profile such as gender, age, etc. and a number of variables indicating
the ease of product ordering and delivery, security measures in monetary transactions,
availability of product information, product category diversity, quality control measures,
convenience of shopping, after-sales services, communication frequency, problem-solving
frequency, availability of customer reviews, and perceived trust in the marketplace. The
questionnaire was then checked by a number of industry specialists for validation and
suitability. The indicator of all the variables is measured by Likert scale 1–5 where “1”
indicates “strongly disagree” and “5” indicates “strongly agree”. In this study, judgmental
sampling method was used (Anita S Acharya, 2013). The questionnaire was posted in different
social media groups for response collection. The response rate to this study is 100 percent
because the questionnaire was put forth online with mandatory field to fill up the responses and
the answers of respondents were saved in the database immediately when they fill out the
questionnaire.

2.1.6 Sample, Data and Technique

To collect a representative sample from this huge population, Simple Random Sample is an
unviable option, due to the unavailability of the list of all the 15.2 million (Statistia Research
Department, 2024) online shoppers. Online shoppers are geographically scattered all over
Bangladesh. In addition, people from various professions and occupations are now using online
shopping. In this regard, we used judgmental sampling technique and put out questionnaire in
convenient Facebook groups to collect the data. Structural equation modeling (SEM) was used

7
to analyze multiple direct and indirect relationships between independent and dependent
variables at the same time (Hooper, 2007).

2.1.7 Data Analysis Techniques

Statistical analysis was conducted to test the hypotheses proposed in this study. Specifically,
each hypothesis was evaluated using appropriate statistical tests, such as regression analysis or
correlation analysis, depending on the nature of the variables involved. The significance level
was set at α = 0.1.

8
3. Literature review
Online marketplace consumers are unable to assess products through their senses of scent,
touch, or auditory due to the virtual nature of the marketplace environment. Additionally,
consumers are unable to personally visit the EM to lodge complaints regarding product failure
or payment issues, among other unfavorable circumstances. One can most effectively assess
the dependability and perceived risks of a product by consulting the viewpoints of EMs prior
to engaging in an online transaction. Rather than the "conventional" buyer-seller dynamic,
purchasers consider the qualities of the mediator and the seller's views in a mediated context.
A dyadic transaction exists when the customer and the vendor complete an online purchase.
Each EM transaction involves three primary participants: the purchaser, the vendor, and the
intermediary overseeing the process.
As per the model presented, an electronic marketplace (EM) is a digital platform that facilitates
transactions and payments between vendors and customers for products and services.
Moreover, it functions as a critical institutional framework, comprising the data systems,
procedures, and processes that support these transactions.
Bear in mind that the precise factors that influence trust remain unknown. On the contrary, trust
is commonly perceived as being synonymous with faith and belief. The Oxford English
Dictionary (2016) defines trust as placing one's confidence or reliance on the demonstrated
qualities or characteristics of another individual or group. Acknowledge their contributions
without verifying their work or collecting evidence. Placing trust in the integrity, loyalty, and
dependability of an individual or group; anticipating a specific level of performance from said
individual or group; and experiencing associated emotions.
"Rogers" defines trust as the attribute of maintaining consistency between one's words and
actions. It is impossible to assist others in the absence of trust, which he defines as the
conviction that another individual genuinely cares about one's well-being and best interests.
"McGregor" defines "trust" as the assurance that an individual will not exploit another person
in any manner, form, or fashion. What does it mean when "Rocky" discusses trust? This is
composed of dependability, predictability, and computational capabilities. The definition of the
term "trust" as provided by "Kely": Trust is built upon a foundation of expectations and beliefs.
Maintains faith in the goodness, dependability, capability, and predictability of others. It may
be difficult to maintain this partnership if any of these beliefs is demonstrated to be
fundamental. Trust is established through the integration of logic and common sense
(Pennanen, 2009). There is faith in organizations, faith in groups, and faith in individuals as

9
the three primary forms of trust. Enhancing the differentiation between party trusts and
institutional trusts could potentially lead to a more precise classification.
The concept of institutional trust pertains to the dependability of the intermediary within the
system. The regulations, policies, and anticipations that govern their conduct exemplify the
confidence that customers place in these organizations. During a transaction, the degree of trust
between two parties is proportional to one party's level of confidence in the other. Upon a
purchase being made at an EM, the party responsible for selling the product targets the
customer's trust immediately. Recently, experimental studies on EM purchasing behavior,
party trust, and institutional trust have been initiated by academics (Pavlou and Gefen, 2004).
It is accomplished to rely on established institutions. Shapiro (1987) and Das and Teng (1998)
define institutional trust as control trust or impersonal trust, respectively. Establishing trust is
a multifaceted concept that encompasses various interrelated notions, as evidenced by the
copious research conducted on the subject (Geyskens et al., 1998; Rousseau et al., 1998).
Party trust is the overt demonstration of confidence in the counterparty to a transaction.
Numerous scholars have demonstrated that the individual is the focal point of party trust, which
is also referred to as interpersonal trust in literature (McKnight and Chervany, 2002, p. 42;
Rotter, 1971; Zaheer et al., 1998). Party trust, as defined by Davis and Schoorman (1995),
pertains to the subjective assurance that consumers have in sellers to execute forthcoming
transactions in accordance with their expectations, notwithstanding the sellers' ability to fully
oversee them.
Institutional risk is the failure of an establishment to prevent merchants from engaging in
exploitative conduct. A subjective definition of institutional risk is the anticipation of monetary
loss due to the failure of the intermediary to prevent opportunistic or deceitful vendors. The
former pertains to interpersonal risks that are associated with the trading partner, while the
latter, referred to as institutional risk, concerns risks that are intrinsic to the intermediary. The
exploitative practices of online vendors generate party risk, endogenous risk, and behavioral
risk. The concerns mentioned in the works of Bensaou and Venkatraman (1996), Ring and van
de Ven (1994), and Hirshleifer and Riley (1979) arise due to the impersonal and remote nature
of online transactions, which precludes the intermediary from closely monitoring each
transaction.
Customers incur two distinct forms of risk and confidence when transacting with EMs:
institutional trust and party trust. Additionally, they differ from one another.

10
To effectively engage and retain customers, it is imperative to cultivate the perception that
online shopping offers enhanced security and reliability (Tan and Thoen, 2000 & 2002). Pavlou
and Gefen (2004) define trust in EM contexts as a collection of convictions regarding the
service provider's dependability, honesty, trustworthiness, and reliability. This definition of
trust beliefs arrived at after review and analysis of all available literature. By virtue of their
monitoring and authentication procedures, intermediaries not only safeguard data and
transactions, but also inspire confidence in the online purchasing industry and EM vendors
specifically. Instruments that are frequently employed include monitoring, certification,
safeguards (such as contracts), legislation, and so-called structural guarantees. Vendors engage
in unethical practices, including assuming the identity of another individual, failing to fulfil
product commitments, and perpetrating fraudulent activities.
Throughout his investigation, Brian discovered an abundance of attributes that function to
mitigate peril. Aspects such as market orientation, trust, technological dependability, perceived
risk, e-commerce engagement, and perceived site quality have been previously discussed. The
three most effective methods for mitigating risk, according to Brian (2003), are collaborations
with reputable organizations, guarantees of complete gratification or a full refund, and
recommendations from satisfied customers. Serva et al. (2005) state that the reputation of a
reputable brand, which is positively correlated with consumers' trust in the brand, significantly
contributes to the mitigation or elimination of risk for consumers during the gadget purchasing
process. A variety of academicians assert that consumers employ distinct varieties of warranties
to mitigate the consequences of potential adverse events. Warranty contracts, money-back
guarantees, and maintenance contracts comprise the three primary varieties. "Tan" discovered
that consumers feel more secure when they have the option to receive a refund when making
online purchases.
This paper scrutinizes the determinants that influence ECT and ECL in the context of business-
to-consumer e-commerce in Pakistan. It was published by Wajeeha et al. (2020). To examine
these hypotheses, 328 residents of the city completed a Likert scale survey. Utilize structural
equation modelling (SEM), confirmatory and exploratory factor analysis, and additional
statistical techniques in the following phase. ECL, e-commerce awareness, perceived privacy,
information quality, and website user interface quality are all significant predictors of ECT.
However, perceived security risk does not exhibit a significant predictive effect on ECT. This
study contributes to the existing body of knowledge regarding the perspectives of Pakistani
consumers and provides recommendations for enhancing ECT and ECL in the e-commerce

11
industry through an examination of the importance of attributes such as UIQ, IQ, PP, and EA
in fostering loyalty and trust. The research concludes with an examination of how ECT
functions as an intermediary between UIQ, IQ, EA, and ECL. Silva, Dias, and Braga (2023)
discovered through additional research that enhancing the online purchasing experience
encourages consumers to make additional purchases and provides them with a greater
understanding of the products. Moreover, these foster increased customer confidence in the
organization or its website. This demonstrates that customer evaluations significantly impact
on the reputation of the store. According to Subrata, Mohammad, and Mohammed (2009), e-
commerce has evolved into a potent global platform for businesses in today's technology-
driven society. Global e-merchants continue to face difficulty in establishing confidence in
secure money transmission and product/service delivery, particularly those operating in
developing countries such as Bangladesh, despite the existence of security systems designed to
safeguard online transactions. This article examines the perspectives of consumers regarding
the reliability of online purchasing and emphasizes the need for security measures beyond
standard network protocols. It is indisputable from the data that establishing trust is a
significant obstacle for business-to-consumer e-commerce operations on a global and local
scale. In the authors' proposed e-Commerce paradigm for secure electronic money transfers, a
national trusted third party and a public key infrastructure comprise two of the most critical
components. In addition to addressing these concerns, the authors also offer solutions. The
authors intend to address additional challenges in the future, including the integration of m-
Commerce and e-Commerce and the addition of support for multiple currencies.
The study by Falahat et al. (2019) is merely one of many that examine the factors that affect
Malaysians' confidence when making online purchases. Upon conducting an examination of
the study's data utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS), the
researchers ascertained that consumers' confidence in online purchasing is bolstered when they
perceive advantages stemming from word-of-mouth (WOM), service excellence, brand
recognition, and safety. A correlation between consumer satisfaction and trust that was
statistically significant was not observed. Researchers suggest that organizations can enhance
consumer engagement with their online stores through the implementation of various
strategies. These strategies include but are not limited to increasing brand awareness,
improving service quality, fortifying security measures, and capitalizing on word-of-mouth
advertising. The report states that to achieve success in online commerce, one must ascertain
the desires of their customers and devise strategies to provide them with those desires. Due to

12
concerns regarding Sharia compliance, devout Muslims exhibit caution when it comes to
utilizing traditional e-commerce platforms. Mohammed and Rahman (2019) contend that in
this regard, a comprehensive framework for Sharia compliance e-commerce trust (SCE-C) is
essential. Integrity, trustworthiness, and compliance with Sharia law comprise the three
cornerstones of the SCE-C Trust organization. Following a comprehensive examination of
pertinent scholarly works from both a conventional and Sharia standpoint, it was formulated.
To reconcile divergent perspectives and address the extant body of literature concerning trust
in online transactions, it is imperative to adhere rigorously to Islamic legal principles.
Additional empirical validation is necessary to promote the acceptance of e-commerce among
Muslims worldwide and advance the development of SCE-C systems. Given the recent surge
in online sales attributed to factors such as enhanced internet connectivity, the emergence of
new enterprises, and the COVID-19 pandemic, Nofrizal et al. (2023) decide to investigate the
determinants of online and social media fashion product purchases. A quantitative study
involving 244 participants determined, using Structural Equation Modelling (SEM), that trust,
consumer loyalty, and product quality were significant factors. The findings indicate that
women conduct most fashion product purchases via social media and online platforms. Due to
the significant impact that trust has on customer loyalty and purchasing behavior, it is
imperative to furnish unambiguous product information and return protocols. Producers and
online retailers may regain customers' trust, according to the study's findings, by being
transparent about the products they sell and by responding to their criticisms. Additional
research employing a more extensive set of components is necessary to expand upon the results,
given the impracticability of addressing constraints such as the limited number of variables and
the small sample size.

13
4. Findings
4.1 Descriptive statistics for constructs
The items in each of the variables were first subjected to descriptive analysis. Table 1 presents
constructs along with their mean, standard deviations, minimum and maximum values.
Table 1: Descriptive statistics for constructs (N = 80)

Code Item Mean Std. Min Max

Deviation
EPOD1 Ease of orderings increase my trust in e- 3.67 0.817 1 5
commerce platforms
EPOD2 Order tracking systems increase my trust in 4.26 0.979 1 5
e-commerce platforms
EPOD3 Packaging of the products increase my trust 4.26 1.059 1 5
in e-commerce platforms
CP_SMT1 What payment method do you prefer? 0.08 0.276 0 1
IB_SMT1 What payment method do you prefer? 0.27 0.445 0 1
MFS_SMT1 What payment method do you prefer? 0.39 0.489 0 1
COD_SMT1 What payment method do you prefer? 0.92 0.277 0 1
SMT2 How confident do you feel about the 3.36 0.839 1 5
security of your payment information?
SMT3 Do you trust the payment gateway used by 1.14 0.353 1 2
E-Commerce platforms?
API1 Product descriptions on e-commerce 2.21 1.156 1 5
platforms are well-defined
API2 Online marketplaces provide detailed 2.70 0.843 1 5
images of products
API3 It is easy to find decision-making 2.35 1.146 1 5
information for products on e-commerce
platforms
API4 Dissimilarities between displayed products 4.48 0.958 1 5
and delivered products reduce my trust in e-
commerce platforms.

14
GPD_API5 Rank the following feature according to 2.37 1.183 1 4
your preference while ordering online
DIP_API5 Rank the following feature according to 2.09 0.920 1 4
your preference while ordering online
PR_API5 Rank the following feature according to 2.81 1.124 1 4
your preference while ordering online
APR_API5 Rank the following feature according to 2.92 0.994 1 4
your preference while ordering online
WPCQC1 Does a wide product category affect your
trust positively?
WPCQC2 E-marketplaces implement proper quality 1.45 0.499 1 2
control measure to ensure product quality
WPCQC3 E-marketplaces offer a wide variety of 2.38 0.800 1 5
products across distinct categories
WPCQC4 Whom do you find more responsible for 3.82 0.779 1 5
poor product quality?
WPCQC5 Availability of fraud sellers or defective 1.32 0.470 1 2
products negatively affect my trust in e-
commerce platforms
CSASS1 E-marketplace websites or apps are easy to 4.59 0.932 1 5
navigate and use
CSASS2 E-marketplaces offer a user-friendly search 3.50 0.809 1 5
function to find the products you need
CSASS3 E-marketplaces provide clear and easily 3.32 1.097 1 5
accessible return and refund policies
CSASS4 Immediate product and service reviews after 2.57 0.848 1 5
delivery foster trust and goodwill
CPS1 E-marketplaces provide clear and timely 4.12 1.090 1 5
communication regarding orders and
deliveries

15
 CPS2 Marketplaces offer easy access to customer 2.72 0.886 1 5
support and problem reporting effectively.
CPS3 Responsiveness of customer support team 2.57 0.865 1 5
increase trust on the marketplace
ACR1 E-marketplaces provide a platform for 4.45 0.964 1 5
customers to leave honest reviews about
products and sellers.
ACR2 Customer reviews on e-marketplaces are 3.24 0.974 1 5
helpful in making purchase decisions
ACR3 Do you trust the information and insights 3.26 1.212 1 5
provided by customer reviews on this
marketplace?
PTM1 Do you trust e-marketplaces to provide a 1.34 0.477 1 2
fair and secure shopping experience?
PTM2 Do you feel confident that the products you 1.53 0.501 1 2
purchase on e-marketplaces will meet your
expectations?
PTM3 Would you recommend an e-marketplace to 1.68 0.470 1 2
your friends and family for their online
shopping needs?
Note: Ease of product ordering and delivery (EPOD), Security of monetary transaction (SMT),
Availability of product information (API), Wide product category and quality control
(WPCQC), Convenience of shopping and after-sales services (CSASS), Communication and
problem-solving (CPS), Availability of customer review (ACR), Perceived trust in the
marketplace (PTM)

4.2 Reliability Analysis

Reliability is determined by calculating and evaluating consistency internally, that defines the
measure of the consistency of many survey questions meant to assess the same attributes. The
statistic known as Cronbach's alpha, which is derived from the correlation of pair between
items that ranges from 0 to 1, is used as an indicator of internal consistency. To assess internal
consistency, the Cronbach alpha values were calculated for each of the constructs (trust,

16
consumer attitude, subjective norms, perceived control, intention, and continuity to buy). The
dependability of each construct as determined by Cronbach alpha is displayed in Table 2.
Cronbach alpha is regarded as excellent when it is between 0.6 and 0.9 (Sekaran, 2003).
Table 2: Reliability Analysis

SL No. Construct Reliability (Cronbach Alpha)

1 Ease of product ordering and delivery 0.788
2 Security of monetary transaction -0.344
3 Availability of product information 0.686
4 Wide product category and quality control 0.380
5 Convenience of shopping and after-sales 0.752
services
6 Communication and problem-solving 0.668
7 Availability of customer review 0.089
8 Perceived trust in the marketplace 0.671

According to Table 2 the Cronbach alphas for the constructs of Ease of product ordering and
delivery, Security of monetary transactions, Availability of product information, Wide product
category and quality control, Convenience of shopping and after-sales services,
Communication and problem-solving, Availability of customer review, Perceived trust in the
marketplace are 0.788, -0.344, 0.686, 0.380, 0.752, 0.668, 0.089 and 0.671 respectively. The
constructs Security of monetary transaction, Wide product category and quality control,
Availability of customer review fail the reliability test since their Cronbach alphas are less than
0.3. So, four out of the eight constructs are suitable for SEM analysis.

4.3 KMO and Bartlett's Test

The KMO and Bartlett’s Test of Sphericity forecasts whether the data will produce a good
factor (0.60 or greater is acceptable). It examines if there are statistically significant partial
correlations between the variables. If the test's p-value is less than 0.001, the identify matrix
can be excluded. If two factors have at least one distinct association, the test is considered
significant. The results of KMO and Bartlett’s Test of Sphericity are shown in Table 3.

17
 Table 3: KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.718
Bartlett's Test of Sphericity Approx. Chi-Square 514.397
df 120
Sig. .000

The results show that KMO value greater than 0.60 indicating that the estimated model is valid.
A similar conclusion is drawn from the results of Bartlett’s Test of Sphericity.

4.4 Evaluation of Measurement Model

It is important to perform confirmatory factor analysis, i.e., discriminant validity, convergent
validity, and internal consistency (Cronbach's alpha, Composite Reliability) to validate the
conceptual model (Shrestha, January 2021).

4.5 Confirmatory Factor Analysis (CFA)

The estimation of each item with standardized regression weights and factor covariance is
displayed in Figure 1 of the CFA measurement model. Root Mean Square Error of
Approximation (RMSEA), Comparative Fit Index (CFI), and Goodness of Fit (GFI) indices
are in acceptable zones according to the values of the different fit indices of the CFA model
(Shown in Table 3. Thus, it may be concluded that a proposed measurement model fits the
relevant data. However, discriminant validity and convergent reliability are essential for
assessing a conceptual model (Thompson, 2004).

18
 Figure 2: Standardized Measurement Model of The Variables of Trust for Bangladeshi Online Marketplace

Note: Ease of product ordering and delivery (EPOD), Availability of product information
(API), Convenience of shopping and after-sales services (CSASS), Communication and
problem-solving (CPS)

19
 Table 4: Item loadings & Significance

Construct Items Factor Standardized Unstandardized S. E p AVE

Loading estimates Estimates
Ordering EPOD2 0.855 0.89 1 0.863
Information EPOD3 0.841 0.722 0.796 0.11 ***
API4 0.760 0.777 0.872 0.11 ***
CSASS4 0.746 0.732 0.881 0.12 ***
Service CSASS1 0.874 0.828 1 0.785

CSASS2 0.819 0.867 0.984 0.133 ***

CPS1 0.693 0.498 0.57 0.132 ***

Information API3 0.856 0.77 1 0.701
solving
CPS2 0.731 0.699 0.832 0.226 ***
Trust PTM2 0.675 1.265 1
PTM1 0.931 0.399 0.31 0.269 0.248

Convergent validity is a way to check if a test is measuring what it is supposed to measure. In

this case, we want to see if the various parts of the test (the indicators) are all related to the
same underlying concept. Hair et al. (2010) suggested a way to assess convergent validity using
standardized factor loadings. These loadings show how strongly each indicator is connected to
the underlying concept. If the loadings are high above 0.5, it suggests that the test is valid. In
table 4, all the factor loadings are between 0.675 and 0.931. This is a good sign and means that
there is convergent validity. In other words, the various parts of the test are all related to the
same underlying concept, and the test is measuring what it is supposed to measure.
Discriminant validity demonstrates the extent to which one construct is truly distinct from
another (Jr., January 2017). There are two primary methods to evaluate discriminant validity.
First, instruments used to measure different constructs should not exhibit high correlations with
instruments measuring related but separate properties; assessments of conceptually distinct
constructs should not have strong correlations with each other (Trochim, 2007). Second, the
square root of the average variance extracted (AVE) for each construct should be greater than
the correlations involving the constructs, and the AVEs of the separate constructs should
exceed the shared variance between them. According to table 5 there is a weak correlation

20
between ordering and solving (0.067). In the same way, there is little association between any
latent variable and the other variables. The measurement model's low correlation suggests that
each concept is independent.
Table 5: Correlation Matrix and Average Variance Extracted

Ordering Service Solving Trust

Ordering 0.783
Information
Service 0.489 0.749
Information 0.067 0.553 0.735
Solving
Trust 0.080 -0.230 -0.214 0.938
Note: Diagonal elements represent Average Variance Extracted, off diagonal represents
squared correlation

The conservative method for determining discriminant validity is to compare each factor's
variance extracted estimate with its squared inter construct correlation (Jr., January 2017). In
Table 5, the associated inter construct squared correlation is less than all variance extracted
values. This demonstrates that among the model's constructs, there is a stronger correlation
between the construct and its indicators. Thus, it verifies that, for all constructs, discriminant
validity seems sufficient at the concept level.
According to Hair et al. (2010), a variety of model fit indices were used to assess the model fit,
including the Comparative Fit Index (CFI), the Goodness of Fit Index (GFI), the Normed Fit
Index (NFI), the Tuker Levis Index (TLI), and the Root Mean Square of the Error
Approximation (RMSEA). Specifically, χ2/df should be less than 3, CFI, GFI, NFI, and TLI
should be more than 0.9, and the RMSEA value should be less than 0.08 to provide a
satisfactory fit with the data (Gefen and Strab, 2000). Table 6 shows the summary of goodness
of fit indices for the measurement model.

21
 Table 6: Summary of goodness of fit indices for Measurement Model

Model fit χ2/df CFI GFI NFI TLI RMSEA

indices
Model 1.180 0.978 0.915 0.876 0.968 0.048

The respective values of χ2/df, CFI, GFI, NFI, TLI and RMSEA are 1.180, 0.978, 0.915,
0.8760. 968, 0.048 respectively

4.6 Evaluation of the Structural Equation Model

After describing the measurement model, the next step was to design the structural model. This
model specifies the relationships and connections between constructs, allowing for hypothesis
verification (Hair, 2010). The structural equation model was evaluated using Amos software
with indices such as Normed Chi-square (χ2/df), CFI, GFI, NFI, TLI, and RMSEA, employing
maximum likelihood estimation. Single-headed arrows were used to illustrate the theoretical
paths connecting the constructs to each variable.

Figure 3: Standardized Structural Equation Model of The Variables of Trust for Bangladeshi Online Marketplace

The goodness of fit values for structural model are displayed in Table 9 as follows: χ2/df, CFI,
GFI, NFI, TLI, and RMSEA values are 0.914, 1.000, 0.992, 0.989, 1.003, and 0.000.

22
 Table 7: Summary of goodness of fit indices for Structural Model

Model χ2/df CFI GFI NFI TLI RMSEA

fit
indices
Model 0.914 1.000 0.992 0.991 1.006 0.000

The model yields excellent results, as the CFI, GFI, NFI, and TLI values exceed the threshold
value of 0.90. This allows for further analysis of the study hypotheses specified in our model
and confirms the structural model's quality according to the fit indices.
Table 8 presents the features of the structural model, including the standardized path
coefficient, standard error, t-statistic, p-value, and hypothesis outcome. The significance level
is set at 10% (0.1). The results of the hypothesis tests are shown in the table, with each beta
coefficient indicating the relative importance of some variables in influencing consumer trust
in online marketplace.
Table 8: Summary of Testing of Hypothesis

Standardized regression path β Estimate S. E. t p Hypothesis

estimate result
Trust <--- Problem -0.101 -0.069 0.103 -0.675 0.500 Not
Solving Supported
Trust <--- Service -0.313 0.202 0.112 -1.808 0.071 Supported

Trust <--- Ordering and 0.271 0.141 0.070 2.006 0.045 Supported
Information
Note: ***P < .05, *P < .10, β Estimate= standardized regression coefficient, Estimate=
unstandardized regression coefficient, S.E.= standard error, t= t statistic, p= probability

23
5. Discussion
The results obtained from structural equation model indicate good fit. Table 8 presents the
results of a statistical analysis exploring the relationships between several variables such as.
The table summarizes how these variables relate to each other by standardized regression paths,
showing the impact (or lack thereof) of one variable on another, based on a series of hypotheses
tested through regression analysis. Each path in the table is evaluated using regression
coefficients (𝛽 coefficients), standard errors (Estimate S.E.), t-values, and p-values, leading to
conclusions on whether the tested hypotheses are supported or not supported.
𝑯1: Ease of product ordering and delivery has a positive impact on Trust.
The regression analysis shows a beta estimate of 0.271, with a standard error of 0.070 and a t-
value of 2.006. The p-value is 0.045, which is below the conventional threshold of 0.05 for
statistical significance. Thus, there is sufficient evidence to support a significant effect of ease
of product ordering and delivery on trust.
H3: Availability of product information provided by the seller has a positive impact on
Trust.
The regression analysis shows a beta estimate of 0.271, with a standard error of 0.070 and a t-
value of 2.006. The p-value is 0.045, which is below the conventional threshold of 0.1 for
statistical significance. Thus, there is sufficient evidence to support a significant effect of
availability of product information provided by the seller on trust.
𝑯5: Convenience of shopping and after sales services provided by the marketplace has a
positive impact on Trust.
The regression analysis shows a negative beta estimate of -0.313, with a standard error of 0.112
and a t-value of -1.808. The p-value is 0.071, which is below the conventional threshold of 0.1
for statistical significance. Thus, there is sufficient evidence to support a significant effect of
convenience of shopping and after sales services provided by the marketplace on trust.
𝑯6: Communication and problem-solving frequency has a positive impact on Trust.
The regression analysis shows a beta estimate of -0.101, with a standard error of 0.103 and a t-
value of -0.675. The p-value is 0.5, which is above the conventional threshold of 0.1 for
statistical significance. Thus, there is insufficient evidence to support a significant effect of
communication and problem-solving frequency on trust.

24
6. Summary
According to the results of a study on online marketplaces in Bangladesh, customer confidence
is significantly impacted by the ease of purchasing and receiving products, locating
comprehensive product information, and obtaining assistance following the transaction.
Credibility establishment necessitates the implementation of efficient ordering and shipping
protocols, comprehensive product descriptions, and exceptional customer service. Even if
consistent communication and problem-solving fail to produce observable outcomes, it is
imperative to enhance the security and aesthetics of the website. The inclination towards cash-
on-delivery demonstrates that enhancing the security and reliability of digital payment systems
could increase consumer confidence in online transactions.

7. Conclusion
This research aimed to determine which variables have the greatest impact on consumers' trust
in Bangladeshi online retailers. A comprehensive inquiry unveiled that the subsequent elements
are pivotal in establishing confidence: the provision of comprehensive product information, the
convenience of product ordering and delivery, and the simplicity of purchasing and after-sales
services. The study places significant importance on robust customer support systems, precise
and comprehensive product descriptions, and efficient logistical processes. It was considered
critical to enhance website design and implement robust security protocols to establish a secure
and user-friendly online purchasing environment, notwithstanding the fact that consistent
communication and resolution of issues did not significantly impact confidence. Given the
widespread adoption of cash-on-delivery methods, it is imperative that online payment systems
enhance their security and dependability. Enhancing consumer trust would enable online
marketplaces in Bangladesh to increase customer satisfaction and loyalty through focus on the
aforementioned factors. This study is an excellent starting point for e-commerce platforms
seeking to strengthen their market position and grow consumer trust.

25
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Appendix
Questionnaire
The questionnaire is designed based on three segments: General Questions, Filter Questions
and The Factors. The factor-based questions will be given on the survey form to understand
how the customers value each of the factors that were recognized during literature review.
General Question(s)
- What is your gender?
- Male
- Female
- What is your age?
- 18-27
- 28-37
- 38-47
- What is your profession?
- Student
- Private job holder
- Government job holder
- Business
- Housewife
- What is your monthly income?
- 0-50,000
- 50,001-100,000
- 100,001-150,00
- 150,000+
Filter Question (S)
- Do you use e-commerce for any type of purchase?
- Yes
- No
- Which marketplace do you use?
- Daraz
- Pickaboo
- Chaldal
- Shajgoj
- Rokomari
- Othoba.com
- Ohsogo
- Priyoshop
- AjkerDeal
- Others (Please state the name)

28
The factors
1) EPOD (Ease of Product ordering and delivery)
a) Ease of ordering affects trust in e-commerce platforms.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
b) Order tracking systems increase trust in customers.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
c) Timely deliveries affect the customer’s trust.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
d) Packaging of the products affects trust in customers.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
2) SMT (Security of Monetary Transaction)
a) What payment method do you prefer?
● Card Payment
● Internet Banking
● MFS
● Cash On Delivery
b) How confident do you feel about the security of your payment information?
● Not confident at all
● Somewhat not confident
● Neutral
● Somewhat Confident
● Very Confident
c) Have you faced any transactions that were not authorized by you?

29
 ● Yes, I have experienced unauthorized transactions.
● Yes, I have experienced security breaches.
● No, I have not experienced any unauthorized transactions or security
breaches.
● Not sure/I do not know.
● Prefer not to answer.
d) Do you trust the payment gateway used by online marketplaces?
● Yes
● No
3) API (Availability of product information)
a) Do you carefully read the product description before buying from the e-
marketplace?
● Yes
● No
b) A proper product description makes the e-commerce site more dependable.
• Strongly Disagree
• Disagree
• Neutral
• Agree
• Strongly Agree
c) Product descriptions on e-commerce platforms are well-defined.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
d) Online marketplaces provide detailed images of products.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
e) It is easy to find decision-making information for products on e-commerce
platforms.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree

30
 f) Do you agree that the marketplace allows sellers to showcase reviews and
ratings from other customers?
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
g) Dissimilarities between displayed products and delivered products reduce
customer trust.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
4) WPCQC (Wide product category and quality control)
a) Does a wide product category affect your trust positively?
• Yes
• No
b) Do you trust the quality control measures taken by the e-marketplace(s)?
• Yes
• No
c) E-marketplaces offer a wide variety of products across distinct categories.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
d) Products sold on e-marketplaces are of excellent quality.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
e) E-marketplaces have measures in place to ensure that sellers do not list low-
quality items.
● Strongly Disagree
● Disagree
● Neutral
● Agree

31
 ● Strongly Agree
f) Are you comfortable purchasing a variety of products from different sellers on
e-marketplaces?
● Very Uncomfortable
● Uncomfortable
● Neutral
● Comfortable
● Very Comfortable
g) Whom do you find more responsible for poor product quality?
● The Marketplace
● The Seller
h) Availability of fraud sellers or defective products affects your trust negatively.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
5) CSASS (Convenience of shopping and after-sales services)
a) E-marketplace websites or apps are easy to navigate and use.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
b) Do E-marketplaces offer a user-friendly search function to find the products you
need?
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
c) Do E-marketplaces provide clear and easily accessible return and refund
policies?
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree

32
 d) How confident are you in getting help with any issues That you encounter on e-
marketplaces?
● Not confident at all
● Somewhat Confident
● Neutral
● Somewhat Confident
● Very Confident
e) Do immediate product and service reviews after delivery foster trust and
goodwill?
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
6) CPS (Communication and problem-solving)
a) E-marketplaces provide clear and timely communication regarding orders and
deliveries.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
b) E-marketplaces offer multiple channels (e.g., email, chat) for customer support.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
c) The customer support team is responsive and helpful in resolving issues.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
d) How confident are you that the e-marketplaces will address any problems you
may have efficiently?
● Not confident at all
● Somewhat Confident
● Neutral

33
 ● Somewhat Confident
● Very Confident
7) ACR (Availability of customer review)
a) E-marketplaces provide a platform for customers to leave honest reviews about
products and sellers.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
b) Customer reviews on e-marketplaces are helpful in making purchase decisions.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
c) E-marketplaces take steps to ensure the authenticity and legitimacy of customer
reviews.
● Strongly Disagree
● Disagree
● Neutral
● Agree
● Strongly Agree
d) Do you trust the information and insights provided by customer reviews on this
marketplace?
● Yes
● No
8) PTM (Perceived trust in the marketplace)
a) Do you trust e-marketplaces to provide a fair and secure shopping experience?
● Yes
● No
b) Do you feel confident that the products you purchase on e-marketplaces will
meet your expectations?
● Yes
● No
c) Would you recommend an e-marketplace to your friends and family for their
online shopping needs?
● Yes
● No

34