Exploring the Influence of Consumers Trust towards Purchase Intention in online Shopping: the Case of Swiss German University Student
The convenience of exchanging goods and services over the Internet becomes one of the advantages of online shopping consumersΓÇÜ├ä├╢?├æ?┬Ñ. Over the years, online shopping consumers keep on increasing, and along with the online shopping popularity, there are some issues arise. Consumers lack of trust is one of the problems when it comes to online shops. in this research, there are four antecedents that aimed to measure consumers trust towards online shopping, which are reputation, size, perceived service quality, and perceived website quality and how these antecedents influenced consumers purchase intention. Researcher chooses these four antecedents with consideration from the previous researchers. the objective of this study is to examine these antecedents which affect consumer trust of students in Swiss German University especially Batch 2010. the researcher used quantitative reserach method and path analysis to fully understand the significance of consumer trust towards consumers purchase intention. This study provides evidence that trust in online shopping is built on perceived of companiesΓÇÜ├ä├╢?├æ?┬Ñ reputation, perceived companiesΓÇÜ├ä├╢?├æ?┬Ñ service quality, perceived companiesΓÇÜ├ä├╢?├æ?┬Ñ website quality and perceived of companiesΓÇÜ├ä├╢?├æ?┬Ñ size. the four antecedents have significantly effects consumers trust in online shopping but however the companiesΓÇÜ├ä├╢?├æ?┬Ñ size is the most influental factor to consumers intention to purchase online.
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