The Mediating Role of Risk, Credibility, and Convenience in the Relationship between Initial Trust and Purchase Intention in Online Shopping
- 1 International Institute of Applied Science of Swiss School of Management, Bellinzona, Switzerland
Abstract
Th e concept of e-commerce, or online shopping, has witnessed sign ificant growth in recent years, driven by factors such as convenience and cost-effec - tiveness. However, concerns related to initial trust, perceived risks, credibility of online platforms, and convenience have hindered some consumers from making purchases online. This study aims to investigate the relationship between initial trust and purchase intention among online shoppers, with a focus on the mediating factors of risk, credibility, and convenience. The research will be conducted in the Klang Valley region of Ma laysia, targeting trainees who are active online shoppers . Data will be collected through a structured questionnaire, and statistical methods such as regression analysis and mediation analysis will be employed for data analysis. The study aims to provide valuable insights into the factors that shape initial trust and their impact on purchase intention, contributing to the existing body of knowledge in the field of e-commerce. The fin dings of this research will have practical implications for online retailers, enabling them to develop strategies to enhance trust, reduce perceived risk, esta blish credibility, and improve convenience, ultimately driving purchase intention among online shoppers.
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