Abstract
Today, e-commerce has experienced significant growth and transformation. Despite the continued growth of e-commerce, marketers have begun to face challenges in online purchasing. The most critical issue in online purchasing is trust, which contributes to customers' behavioural intentions. Thus, this research is conducted to test the effect on behavioral intentions in online purchasing. Internet users who had engaged in online purchasing were selected as the research's respondents. A questionnaire was used as the research instrument. The trust variable was operationalized based on four underlying dimensions: website trustworthiness, seller reputation, payment security, and transparency. A total of 375 completed questionnaires were proceeded for data analysis. The data gathered were analyzed using the structural equation modelling (SEM) technique. The results reveal that trust has a significant effect on behavioral intentions in online purchasing (p-value: 0.000; Beta: 0.795). This indicates that trust is a fundamental driver of behavioral intentions in online purchasing. Establishing and maintaining trust is crucial for online retailers and marketplaces to attract and retain customers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business and Technology Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
