Title: The factors associating consumers' trust in e-commerce transactions: Malaysian consumers' perspectives

Authors: Yi Yi Thaw; P.D.D. Dominic; Ahmad Kamil Bin Mahmood

Addresses: Department of Computers and Information Science, Universiti Teknologi PETRONAS, 31750 Tronoh, Perak, Malaysia ' Department of Computers and Information Science, Universiti Teknologi PETRONAS, 31750 Tronoh, Perak, Malaysia ' Department of Computers and Information Science, Universiti Teknologi PETRONAS, 31750 Tronoh, Perak, Malaysia

Abstract: The adoption of e-commerce significantly involves a consumer to make judgements in an environment of critical conflicting forces, namely security, privacy, trust and risk concerns. This study focuses on the consumers' trust to adopt e-commerce, which comprises purchasing products and services from web vendors, thus utilising the model of business-to-consumer e-commerce. The results of this study show that perceived privacy is still to be the slight concern for online consumers' trust in dealing with e-commerce transactions; though no significant relationship exists between consumers' perceived security and their trust. Trustworthiness of web vendors does not have an impact on the consumers' confidence to trust in e-commerce transactions. The online consumers' perceived risk is reduced by offering economic incentives (providing lower cost and higher quality) in dealing with e-commerce. The findings provide descriptive, reliability, factors loading, correlations as well as regression analyses for online consumers' perspectives and structural equation modelling (SEM) for overall model fit. The overall model is tested by AMOS 18.0 and the hypothesis, assumptions for SEM and descriptive statistics are analysed by SPSS 12.0.

Keywords: perceived security; perceived privacy; perceived risk; consumer behaviour; SEM; structural equation modelling; consumer trust; electronic commerce; internet; world wide web; e-commerce transactions; Malaysia; consumer perspectives; critical forces; conflicting forces; product purchasing; services; web vendors; B2C; business-to-consumer; online consumers; trustworthiness; consumer confidence; economic incentives; lower cost; higher quality; descriptive factors; reliability factors; regression analysis; overall models; model fits; AMOS; computers; programming languages; computer programmes; SPSS; statistical packages; social sciences; business innovation; business research.

DOI: 10.1504/IJBIR.2012.045639

International Journal of Business Innovation and Research, 2012 Vol.6 No.2, pp.238 - 257

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 29 Feb 2012 *

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