The concept of
e-commerce, or online shopping, has witnessed significant 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 Malaysia, 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 findings of this research will have practical
implications for online retailers, enabling them to develop strategies to enhance trust, reduce perceived risk,
establish credibility, and improve convenience, ultimately driving
purchase intention among online shoppers.
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