Studying influencing factors on trust towards online shopping at Limkokwing University at Malaysia

摘要

>This research paper is about factors that affect online confidence towards online shopping. Two types of factors are studied, the first type is technological factors that consist of security, privacy and the second type is psychological factors that consist of perceived reputation, and past experience. Four hypotheses were assumed to study consumer confidence towards online shopping. A survey method was used to collect data from 362 students of Limkokwing University. Reliability was calculated for the questionnaire in this research. Pearson correlation coefficient was used to measure the correlation between variables. Privacy, security, past experience correlation with trust was found, which is weakly positive and perceived reputation correlation with trust was moderately positive. Results showed that independent variable which represent perceived reputation had moderate correlation with dependent variable which represent trust so it is important to pay attention to this correlation in future studies.