The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities

The popularity of online shopping in electronic commerce (e-commerce) is significantly tempered with concerns over perceived trust and perceived security in online purchasing. Lack of trust and security issue cause the online users to avoid participating in online purchasing and instead they use the...

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Main Author:	Meskaran, Fatemeh
Format:	Thesis
Language:	English
Published:	2015
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.utm.my/id/eprint/54762/1/FatemehMeskaranPAIS2015.pdf
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id	my-utm-ep.54762
record_format	uketd_dc
spelling	my-utm-ep.547622020-11-05T06:52:51Z The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities 2015-07 Meskaran, Fatemeh H Social Sciences (General) The popularity of online shopping in electronic commerce (e-commerce) is significantly tempered with concerns over perceived trust and perceived security in online purchasing. Lack of trust and security issue cause the online users to avoid participating in online purchasing and instead they use the online environment more for non-shopping activities more. Despite the increased awareness of trust and security issues, their antecedents in online purchase intentions have not been adequately examined. This study proposes a conceptual model to evaluate the effects of perceived trust, perceived security, attitude and their antecedents on online purchase intention. A quantitative methodology is used, and questionnaires were sent to students in six public universities in the Klang Valley of Malaysia. A total of 438 Malaysian students participated in this online survey. Structural Equation Modeling was used to evaluate the proposed model. The findings show that attitude, perceived trust and perceived security have a significant direct effect on online purchase intention. Customers’ attitude towards online purchasing is the most important factor in predicting online purchase intention. On the other hand, when the website is perceived as secure and trustworthy the intention to do online purchasing will increase. In addition, factors such as reputation, information quality, third party endorsement and familiarity are found to be the antecedents of perceived trust while factors such as controllability, reputation and familiarity are exhibited as antecedents of perceived security. Moreover, perceived ease of use and perceived security are two antecedents of attitude. Attitude mediates the effect of perceived security on online purchase intention partially. Hence, this study concludes that online vendors and online shop managers should give particular attention to online customers’ attitude towards online purchasing, their perception of trust, security and their antecedents, for having more potential online customers and increasing intention to do online purchasing. 2015-07 Thesis http://eprints.utm.my/id/eprint/54762/ http://eprints.utm.my/id/eprint/54762/1/FatemehMeskaranPAIS2015.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:94333 phd doctoral Universiti Teknologi Malaysia, Advanced Informatics School Advanced Informatics School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Meskaran, Fatemeh The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
description	The popularity of online shopping in electronic commerce (e-commerce) is significantly tempered with concerns over perceived trust and perceived security in online purchasing. Lack of trust and security issue cause the online users to avoid participating in online purchasing and instead they use the online environment more for non-shopping activities more. Despite the increased awareness of trust and security issues, their antecedents in online purchase intentions have not been adequately examined. This study proposes a conceptual model to evaluate the effects of perceived trust, perceived security, attitude and their antecedents on online purchase intention. A quantitative methodology is used, and questionnaires were sent to students in six public universities in the Klang Valley of Malaysia. A total of 438 Malaysian students participated in this online survey. Structural Equation Modeling was used to evaluate the proposed model. The findings show that attitude, perceived trust and perceived security have a significant direct effect on online purchase intention. Customers’ attitude towards online purchasing is the most important factor in predicting online purchase intention. On the other hand, when the website is perceived as secure and trustworthy the intention to do online purchasing will increase. In addition, factors such as reputation, information quality, third party endorsement and familiarity are found to be the antecedents of perceived trust while factors such as controllability, reputation and familiarity are exhibited as antecedents of perceived security. Moreover, perceived ease of use and perceived security are two antecedents of attitude. Attitude mediates the effect of perceived security on online purchase intention partially. Hence, this study concludes that online vendors and online shop managers should give particular attention to online customers’ attitude towards online purchasing, their perception of trust, security and their antecedents, for having more potential online customers and increasing intention to do online purchasing.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Meskaran, Fatemeh
author_facet	Meskaran, Fatemeh
author_sort	Meskaran, Fatemeh
title	The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
title_short	The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
title_full	The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
title_fullStr	The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
title_full_unstemmed	The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities
title_sort	effect of perceived trust, perceived security and attitude on online purchase intention in malaysia public universities
granting_institution	Universiti Teknologi Malaysia, Advanced Informatics School
granting_department	Advanced Informatics School
publishDate	2015
url	http://eprints.utm.my/id/eprint/54762/1/FatemehMeskaranPAIS2015.pdf
_version_	1747817720579096576

The effect of perceived trust, perceived security and attitude on online purchase intention in Malaysia public universities

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