The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision
Buying online is a trend especially for young customers aged less than 30 years old. A lot of studies have been conducted to investigate this phenomenon but hitherto no cohesive model has been established. Therefore, the present study is meant to investigate online shopping factors that contribute t...
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| Format: | Article |
| Language: | English |
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University of Tehran
2021-07-01
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| Series: | Journal of Information Technology Management |
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| Online Access: | https://jitm.ut.ac.ir/article_83234_5be23792cb27ae7e8d6483f9448dcaa9.pdf |
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| author | Abdul Kadir Othman |
| author_facet | Abdul Kadir Othman |
| author_sort | Abdul Kadir Othman |
| collection | DOAJ |
| description | Buying online is a trend especially for young customers aged less than 30 years old. A lot of studies have been conducted to investigate this phenomenon but hitherto no cohesive model has been established. Therefore, the present study is meant to investigate online shopping factors that contribute to customers’ purchase decision. Five factors were identified to have potential influence on online purchase decision and one factor is expected to be a mediator to affect the relationship. From 384 data collected from online customers who visited popular online shopping sites, it was found that all five factors (perceived convenience, perceived risk, perceived competence, perceived benevolence, and perceived integrity) lead to trust and at the same time trust acts as a quasi mediator to affect the relationship between these factors and online purchase decision. The findings provide the actively sought after evidence to support the claims on the role of these factors in affecting online purchase decision. Online businesses should incorporate the findings in order to facilitate customers’ decision making process while visiting their websites. The websites must contain or portray all the elements as found in this study. |
| format | Article |
| id | doaj-art-114aea292e054cf4a44b3f96c9ff57bc |
| institution | OA Journals |
| issn | 2008-5893 2423-5059 |
| language | English |
| publishDate | 2021-07-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | Journal of Information Technology Management |
| spelling | doaj-art-114aea292e054cf4a44b3f96c9ff57bc2025-08-20T01:58:56ZengUniversity of TehranJournal of Information Technology Management2008-58932423-50592021-07-0113314115910.22059/jitm.2021.8323483234The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase DecisionAbdul Kadir Othman0Ph.D., Institute of Business Excellence, Faculty of Business and Management, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia.Buying online is a trend especially for young customers aged less than 30 years old. A lot of studies have been conducted to investigate this phenomenon but hitherto no cohesive model has been established. Therefore, the present study is meant to investigate online shopping factors that contribute to customers’ purchase decision. Five factors were identified to have potential influence on online purchase decision and one factor is expected to be a mediator to affect the relationship. From 384 data collected from online customers who visited popular online shopping sites, it was found that all five factors (perceived convenience, perceived risk, perceived competence, perceived benevolence, and perceived integrity) lead to trust and at the same time trust acts as a quasi mediator to affect the relationship between these factors and online purchase decision. The findings provide the actively sought after evidence to support the claims on the role of these factors in affecting online purchase decision. Online businesses should incorporate the findings in order to facilitate customers’ decision making process while visiting their websites. The websites must contain or portray all the elements as found in this study.https://jitm.ut.ac.ir/article_83234_5be23792cb27ae7e8d6483f9448dcaa9.pdfperceived convenienceperceived riskperceived competenceperceived benevo-lenceperceived integrityonline decision makingtrust |
| spellingShingle | Abdul Kadir Othman The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision Journal of Information Technology Management perceived convenience perceived risk perceived competence perceived benevo-lence perceived integrity online decision making trust |
| title | The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision |
| title_full | The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision |
| title_fullStr | The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision |
| title_full_unstemmed | The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision |
| title_short | The Mediating Role of Customer Trust in Affecting the Relationship between Online Shopping Factors and Customer Purchase Decision |
| title_sort | mediating role of customer trust in affecting the relationship between online shopping factors and customer purchase decision |
| topic | perceived convenience perceived risk perceived competence perceived benevo-lence perceived integrity online decision making trust |
| url | https://jitm.ut.ac.ir/article_83234_5be23792cb27ae7e8d6483f9448dcaa9.pdf |
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