Assessing Consumer Trust and Perception in Online Food Marketplaces

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Author(s): Jeganathan Gomathi Sankar (BSSS Institute of Advanced Studies, India)and Shashi Kant (Bule Hora University, Ethiopia)
Copyright: 2025
Pages: 20
Source title: Innovative Trends Shaping Food Marketing and Consumption
Source Author(s)/Editor(s): Zahid Hussain (KASB Institute of Technology, Karachi, Pakistan), Ahmad Albattat (Management and Science University, Malaysia), Fatima Zahra Fakir (Department of Economics and Business Sciences 'Marco Fanno', University of Padua, Italy)and Zhao Yi (Academy of Culture and Tourism, Beijing International Studies University, China & Hebei Oriental University, China)
DOI: 10.4018/979-8-3693-8542-5.ch015

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

This chapter investigates consumer trust and perception within online food marketplaces, a rapidly evolving segment of the digital economy. The study investigate into the factors influencing consumer confidence in these platforms, including the reliability of product information, transaction security, and the quality of customer service. It examines how user reviews, ratings, and social proof contribute to shaping consumer perceptions and trustworthiness of online food vendors. The chapter also explores the impact of platform design and usability on consumer satisfaction and trust, highlighting the role of transparency and user experience in fostering positive perceptions. By analyzing empirical data, the chapter provides insights into how online food marketplaces can enhance trust and improve consumer satisfaction, thereby driving engagement and loyalty.

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