CONSUMER CONFIDENCE IN THE CONVERSION OF SALES IN DIGITAL ENTERPRISES: A NARRATIVE REVIEW OF ITS DETERMINING FACTORS

Abstract

The growth of electronic commerce has intensified the need to understand the factors influencing consumer trust and its relationship with sales conversion in digital environments. In this context, this study aimed to analyze, through a narrative literature review, the main determinants of consumer trust and their influence on sales conversion in digital businesses. Methodologically, the study is characterized as basic qualitative research with exploratory and descriptive objectives, conducted through a narrative literature review. The selection of publications was guided by their theoretical relevance and alignment with the research problem, including national and international studies on consumer trust, purchasing behavior, customer experience, and electronic commerce. The analysis showed that consumer trust is a multidimensional construct influenced by perceived quality, transaction security, organizational reputation, customer experience, and satisfaction. The reviewed studies indicate that these factors operate jointly to reduce perceived risk, fostering purchase intention, customer loyalty, and sales conversion. It is concluded that consumer trust represents a strategic asset for digital businesses, resulting from the interaction between technological, organizational, and relational factors. This study contributes by integrating different perspectives from the literature and providing a comprehensive understanding of the determinants of consumer trust in electronic commerce.