Factors effecting online shopping behaviour with trust as moderation
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...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16897/1/32062-148153-1-PB.pdf http://journalarticle.ukm.my/16897/ https://ejournals.ukm.my/pengurusan/issue/view/1366 |
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| Summary: | 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. |
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