A STUDY ON CONSUMER TRUST IN ONLINE AND OFFLINE COMMERCE

This study explores the factors influencing consumer trust in both online and offline commerce environments. As digital transactions continue to rise, understanding the dynamics of trust in e-commerce becomes increasingly important, while traditional retail still holds significance for many consumers. The research examines key elements such as perceived security, brand reputation, customer service, and user experience that affect trust levels in each setting. By employing a mixed-method approach including surveys and interviews the study compares consumer attitudes and behaviours across digital and physical retail channels. The findings highlight both overlapping and distinct trust-building mechanisms, offering insights for businesses aiming to enhance customer confidence and loyalty in a competitive marketplace. Keywords: Consumer Trust, Online Commerce, Offline Commerce, E-commerce, Traditional Retail, Customer Behavior, Brand Reputation