# A Large Language Model and Qualitative Comparative Analysis-Based Study of Trust in E-Commerce
## 2 Literature Review
### Customer Trust in E-Commerce  
E-commerce, short for electronic commerce, involves the trading of goods and services through electronic means. It encompasses various types of transactions, including B2B (business-to-business), B2C (business-to-consumer), and C2C (consumer-to-consumer), which facilitate the development of consumer preferences and markets by establishing electronic infrastructures to address future challenges [6]. For an online business to become a truly successful medium for consumer spending, its technologies must match the benefits provided by traditional high-street retail formats. These benefits can be, for example, immediate delivery, credit facilities, various payment methods, product displays, personal assistance in selecting goods, return services, and warranties [7]. Despite the numerous benefits of e-commerce, companies have encountered specific challenges. Ensuring customer satisfaction and building trust in e-commerce operations has proven to be a complex task, but it is crucial for the long-term growth of businesses [8; 9]. Ref. [10] describes trust in e-commerce as a set of beliefs held by an online consumer concerning certain attributes of the seller, such as integrity, benevolence, and competence. These beliefs influence the consumer's willingness to engage in online transactions [10]. Their study highlights that trust in e-commerce is not a single, uniform concept but consistsof multiple dimensions. It demonstrates that consumers evaluate web vendors based on specific attributes rather than general impressions. Even after a single interaction, consumers can separately assess a vendor's honesty and benevolence based on their competence. This indicates that consumers may quickly form beliefs about a vendor's honesty and goodwill without necessarily considering them competent enough to earn their business, or vice versa. According to [11], trust is also a multifaceted concept, with key dimensions of competence, integrity, and benevolence. Competence involves a company's ability to fulfill promises, integrity reflects consistent and honest behavior, and benevolence indicates prioritizing customers' interests. These dimensions, while distinct, are interconnected and together build overall consumer trust in business-to-consumer relationships. Consumers often hesitate to engage with online vendors due to uncertainties about vendor behavior and the risk of personal information theft. Trust is essential in mitigating these concerns, as it helps consumers feel secure in sharing information, making purchases, and acting on vendor advice, which is critical for the widespread adoption of e-commerce [10]. In addition to trust, there are several factors influencing online consumer shopping behaviors. For instance, price has become a significant factor in purchasing decisions. According to [12], respondents considered the lower prices offered compared to conventional stores and the added benefit of no transportation costs. Another important factor is customer service. Customer service encompasses a series of activities aimed at enhancing customer satisfaction, including pre-transaction, transaction, and post-transaction. Previous studies indicate that enterprises that build excellent customer relationships can increase their profits by more than 60% [13; 14; 15; 16]. Ease of returns and exchanges, identified as a crucial yet unsatisfactory factor, is cited by 42% of online shoppers as needing improvement. Given its importance and the clear demand for better service, retailers should prioritize enhancing this aspect [17]. An instant refund offers an efficient process for online returns by issuing the refund before the seller receives the returned product, resulting in a faster refund speed compared to conventional methods. This enhanced speed can significantly improve the consumer's return experience [18]. Moreover, consumers express a desire for improvements in the variety of brands and products and online tracking capabilities, despite already high overall satisfaction with these factors [17].