Factors Effecting Online Shopping Behaviour with Trust as Moderation

Anam Bhatti, Shafique Ur Rehman, Ahtisham Zahid Kamal, Hamza Akram

Abstract


ABSTRACT

The purpose of this research is to study financial risk, product risk, privacy risk, and convenience risk influence on internet buying behaviour with trust as moderator. For this purpose, data were gathered from students that are studying in HEC recognized universities in Punjab, Pakistan. Five hundred fifty questionnaires were used for analysis by using the partial least square equation modeling technique. Outcomes reveal that financial risk, product risk, and privacy risk significantly decrease online shopping behavior. Trust significantly enhances online shopping behaviour. Trust moderates between (product risk, privacy risk, and convenience risk) and online shopping behaviour. This research is the pioneering research that tests the moderating role of trust between financial risk, product risk, privacy risk, convenience risk, and internet buying behaviour by using TPB theory and SET theory.

Keywords: Perceived risks; trust; online shopping behaviour

ABSTRAK

Tujuan penyelidikan ini adalah untuk mengkaji risiko kewangan, risiko produk, risiko privasi, dan pengaruh risiko kemudahan terhadap tingkah laku membeli internet dengan kepercayaan sebagai moderator. Untuk tujuan ini data dikumpulkan dari pelajar yang menuntut di universiti yang diiktiraf HEC di Punjab, Pakistan. Lima ratus lima puluh borang soal selidik digunakan untuk dianalisis dengan menggunakan teknik pemodelan persamaan kuadrat separa separa. Hasil kajian menunjukkan bahawa risiko kewangan, risiko produk, dan risiko privasi secara signifikan mengurangkan tingkah laku membeli-belah dalam talian. Kepercayaan meningkatkan tingkah laku membeli-belah dalam talian dengan ketara. Kepercayaan menjadi sederhana antara (risiko produk, risiko privasi, dan risiko kemudahan) dan tingkah laku membeli-belah dalam talian. Penyelidikan ini adalah penyelidikan perintis yang menguji peranan kepercayaan yang sederhana antara risiko kewangan, risiko produk, risiko privasi, risiko kemudahan, dan tingkah laku membeli internet dengan menggunakan teori TPB dan teori SET.

Kata kunci: Risiko yang dirasakan; kepercayaan; tingkah laku membeli-belah dalam talian

 


Keywords


: Financial risk, product risk, privacy risk, convenience risk, trust, online shopping behaviour

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