TRUST AFTER THE CRISIS: DIGITAL CONFIDENCE AND ONLINE BUYING BEHAVIOUR

Abstract

The COVID-19 pandemic accelerated digital adoption and reshaped consumer behaviour, particularly in online purchasing. By 2022, as economies reopened and digital commerce stabilised, consumer trust emerged as a critical determinant of online buying behaviour. This paper examines how digital confidence influenced consumer purchasing decisions in 2022, focusing on trust in online platforms, payment systems, data security, and brand credibility. Drawing on secondary data from academic literature, consumer surveys, and industry reports, the study analyses factors shaping post-crisis digital trust and its impact on online buying behaviour. The paper argues that transparent communication, secure digital infrastructure, and consistent customer experience played central roles in rebuilding trust and sustaining online commerce growth in the post-crisis environment.