TRUST AS A FACTOR FOR MAKING EFFECTIVE INTERACTIONS BETWEEN THE E-MARKET PARTICIPANTS

The article examines the essence of trust in e-business as an economic category, it is found that lack of trust or low level of consumer confidence in the online seller is a key factor that reduces the possibility of entering into a relevant agreement on the sale of goods on the Internet. It is revealed that the complexity of making a conscious buyer's decision to trust or mistrust an online seller is due primarily to incomplete or untrustworthy information. The main advantages and disadvantages of e-business are highlighted, and the prerequisites are created to encourage consumers to trust online sellers. The problems that e-business entities face in the context of trust are outlined, the main ones being the uncertainty of the buyer in the expediency of the transaction due to the inability to directly inspect the goods before the purchase; delay in time between payment and receipt of goods; the existence of negative consumer expectations about the condition of the goods that will be received at the time of delivery; the buyer's dependence on the information provided by the seller, which may be inaccurate or incomplete; the difficulty of returning the goods due to failure to meet the buyer's expectations; lower confidence in new online sellers; complication of the process of selling brand new goods; the appearance of uncertainty on the part of consumers about the confidentiality of the processing of their data and the security of payment instruments offered on the site of the online seller. We propose a set of measures for establishing interaction between online sellers and buyers in the context of increasing the level of economic confidence, which consists in the expediency of having on the site detailed information about the company, its actual location with full coverage of contacts of key employees; as complete and accurate as possible informing the consumer about the parameters of the product; having online customer support as a live chat or hotline; use of proven and safe online payment tools; the availability of information on the site regarding a transparent return policy, the choice of reliable transport companies to prevent damage to the goods in the delivery process; the ability to generate consumer feedback on product pages.