Estrategias, mecanismos y recomendaciones que permitan reducir la desconfianza del consumidor frente al comercio electrónico.

Abstract

This research addresses the issue of consumer mistrust regarding electronic commerce, this in order to analyze the problem that arises with the aim of showing that, a consumer performs procedures for the purchase of goods and services virtually, such procedures are the most appropriate or require updating through strategies and recommendations to respond and mitigate new trends and needs derived from these; Given the importance of the electronic consumer, and with the highest current boom in ICT development, it is important to provide the consumer with the best guarantees, which will eliminate obstacles when purchasing goods and services with security. to receive what is expected. Through this work, the state of these dynamics of the current consumer is investigated through platforms or digital sites for the acquisition of goods and services at the national level, as well as the presentation and analysis of the recommendations that, on this matter, have been made international organizations and those that have been adopted or formulated within the framework of the European Union. Once these themes have been developed, it is concluded that, in effect, it is necessary to implement recommendations and strategies that allow generating more consumer confidence when carrying out a purchase process through a virtual platform, which is why said Strategies, mechanisms and contextualized recommendations at work should be considered in order to have a representative impact on the exercise of the general problem.