A MODEL FOR CONSUMER TRUST IN E-COMMERCE

被引：15

作者：

Falahat, Mohammad ^{[1
]}

Lee, Yan-Yin ^{[1
]}

Foo, Yi-Cheng ^{[1
]}

Chia, Chee-En ^{[1
]}

机构：

[1] Univ Tunku Abdul Rahman, Fac Accountancy & Management, Kajang 43000, Selangor, Malaysia

来源：

ASIAN ACADEMY OF MANAGEMENT JOURNAL | 2019年 / 24卷

关键词：

e-commerce; word of mouth; purchase intention; trust; loyalty; WORD-OF-MOUTH; ELECTRONIC COMMERCE; MODERATING ROLE; PERCEIVED RISK; ONLINE; SATISFACTION;

D O I：

10.21315/aamj2019.24.s2.7

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

E-commerce has grown rapidly over the past decade and has become a significant trend. One of the major concerns for the successful proliferation of e-commerce is the issue of consumers' trust in Internet vendors. This study examines the antecedents of trust in e-commerce among Malaysian online consumers. Data was collected from 300 respondents who had recently made online purchases. Structural equation modelling-partial least squares (SEM-PIS) was used to analyse the data, and our findings reveal that brand recognition, service quality, security, and word-of-mouth (WOM) lead to higher levels of consumer trust, whereas customer satisfaction has an insignificant relation to consumer trust. This study enables online vendors or e-commerce business owners to understand consumer demand and satisfy their needs. Strategies need to be set right too to attract more consumers in purchasing online.

引用

页码：93 / 109

页数：17

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