BUILDING CONSUMERS' TRUST TOWARDS E-COMMERCE PLATFORMS: PARTICULARITIES OF AN EMERGING COUNTRY

In the contemporary economy, the protection of consumer's interest which extends to many fields is an increasingly discussed issue. One of these fields is e-commerce, which has experienced an unprecedented development at the global level. The main objective of this research is to identify the impact of artificial intelligence, legislation and ecological behaviour on e-commerce, from the perspective of the need to protect consumer's interests, filling a gap in the literature. The analysis also proposes reformulated constructs reflecting different items than the literature, as well as new hypotheses, this being a contribution to the sector. The questionnaire was implemented to a number of 354 respondents, the data analysis being done in the R - lavaan 06-12 software. The results emphasise the importance of artificial intelligence, legislation and the consumer's ecological behaviour in ensuring the platform's credibility, and also in the security of e-commerce transactions.