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THE INFLUENCE OF WEBSITE TRUST AND WEBSITE LOYALTY ON INTENTION TO PURCHASE ONLINE

07 November 2019 Azahari

Nowadays, the usage of Internet has grown rapidly over the past years and it has become a common medium for delivering and trading of goods, services and information at global marketplace. Even though this method of business transaction or exchange has  started  to  win  the  hearts  of  Malaysian  buyers,  the  elements  influencing  the willingness to purchase online are still unknown. Therefore, the objective of the current study is to examine the elements that influence buyer’s intention to purchase online (dependent variable). The main independent components are trust and loyalty to website visited. A total number of 78 (100 percent) returned questionnaires were accepted, coded and were subject to further analysis. The findings supports all the hypotheses stated in the current study. The results indicates that website trust contributed 16.1 percent  (R2   =  0.161)  and  website  loyalty  contributed  28.6  percent  (R2   =  0.286) respectively to the variance in intention to purchase online.

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