An Exploratory Study on the Level of Trust towards Online Retailers among Consumers in the United Kingdom and Malaysia

摘要

This study aims to investigate the extant level of trust towards online retailers amongconsumers in two different geographical and cultural locations – UK and Malaysia based onMichell’s et al. trust model. The objectives of this study are:1. To identify the predictive variables of customers’ trust towards online retailers2. To ascertain the extent of the consumer trust variable as being the essential element ofonline shopping3. To analyse the differences in perception of online trust between consumers in theUnited Kingdom and MalaysiaThe study showed that online retailers are comparatively more trusted in UK than in Malaysiaindicative by the higher average levels of trust from consumers in the UK. Additionally, theUK had a higher age group in the 25 – 34 category contributing the highest average trust valuecompared to Malaysia’s highest average trust value found in the lower 18 – 24 age group.There were a relatively higher percentage of male users; 66 per cent and 78 per cent in the UKand Malaysia respectively. Multiple stepwise regressions were used to analyse the level oftrust against the selected trust correlates.