The Coexistence of Trust and Distrust in E-Commerce: A Qualitative Study of Dissatisfied Consumers in Kirtipur, Nepal

Abstract

Nepal's e-commerce sector is growing quickly, but a silent paradox persists: many consumers continue to engage in online shopping despite experiencing repeated disappointments, which raises a question of how trust and distrust coexist together within the same person. To study this narrative case analysis, a 38-year-old woman from Kirtipur who orders from online 3–4 times monthly and has faced 2–3 major disappointments was studied. The study is based on a rich approach that undermines overall engagement through her lived experiences. Four key mechanisms are identified; they explain why trust and distrust function as complements rather than opposites: practical calculation, where the convenience of online shopping is evaluated against potential risks; system-level trust, which separates faith in delivery logistics and payment gateways from trust in individual sellers; structural constraints, which limit offline alternatives and compel continued digital reliance; and adaptive learning, where past mistakes transform the shopper into a more vigilant and informed person. And the findings of the study indicate that a moderate degree of doubt serves a protective function, keeping consumers alert and preventing repeated deception, while sufficient trust provides the necessary reassurance to complete transactions. These insights carry practical implications for online platforms, suggesting a need for clearer return policies and an improved customer support system, while also urging Nepali policymakers to establish fair consumer protection regulations that acknowledge this nuanced coexistence, ultimately contributing to a more resilient and trustworthy e-commerce ecosystem in Nepal.