Security and Trustworthiness as Drivers of E-shop Competitiveness (Opinions of Young Customers)

Although the overall share of B2C e-commerce on the total retail turnover in the Czech Republic is low, e-shopping still indicates quite impressive year-to-year growth rates. Though very popular - especially in certain customer segments, such as young people - there are serious problems and challenges observed in this domain. Problems and challenges such as security and trustworthiness issues are often discussed and scrutinized. Thus, it is very important for both e-retailers and researchers to find out which factors drive e-shops’ competitiveness. In the introductory part, this paper presents useful and clear definitions to enlighten and clarify the topic. The description of Czech B2C e-commerce market follows, and it emphasizes the issues of ethics, security and trustworthiness and problems customers often face. Results of empirical research focused on issues on security and trustworthiness in relation to e-shop competitiveness are then presented and discussed. Suggestions for future research form the final part of the article.