FACTORS INFLUENCING CUSTOMER TRUST AND BRAND PREFERENCE TOWARDS ONLINE GOLD JEWELLERY PLATFORMS WITH SPECIAL REFERENCE TO KARUR DISTRICT
  https://doi.org/10.65725/JCMCE/2/3/001
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 3, July -September 2026

Abstract:
The rapid digitalization of financial and retail sectors has transformed consumer behaviour, particularly in the purchase of gold jewellery through online platforms and investment avenues such as Gold Exchange Traded Funds (ETFs). This study analyses the factors affecting customer trust and brand preference towards online gold jewellery platforms in Karur District. A structured questionnaire based on a 5-point Likert scale was administered to a sample of 450 respondents selected through stratified random sampling. The study examines key constructs such as website security, brand reputation, digital payment assurance, transparency, customer reviews, and awareness of Gold ETFs. Data analysis was performed using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). The findings reveal that trust is significantly influenced by security, transparency, and brand reputation, while brand preference is shaped by convenience, digital investment awareness (ETF), and perceived value. The study provides strategic insights for online jewellery retailers to enhance customer trust and digital engagement.

Authors: Mr. T Dineshgopi, Dr. D Anbupriya 

Keywords: Customer Trust, Brand Preference, Online Gold Jewellery, Gold ETF, Digital Payments..