Trust factors affecting the purchase intention in e-commerce towards skin care products

Tang, Lea Hui (2019) Trust factors affecting the purchase intention in e-commerce towards skin care products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In recent years, the range of services in e-commerce has continued to expand and shoppers have used these services as a part of their daily lives in the internet. Nowadays, there are many consumers believed that the used of skin care products will give a good appearance which have healthful and pretty skin. Therefore, competition among existing competitors in the skin care industry is becoming more intense and strong. Since there are too many brands on the internet, shoppers are confronted with numerous choices and options so that they cannot make the decision in skin care products. Hence, trust is the most essential key that building a relationship between the vendors and shoppers because of it is impossible to a sell a products without consumers’ trust commitment from the consumers’ perception. The main objective of this study is to analyze the relationship between trust factors and purchase intention in e-commerce towards skin care products. There were identified six independent variables which were security, privacy, brand reputation, online shopping experience, word of mouth and information quality and dependent variable which was purchase intention in e-commerce. In order to conduct this study, the researcher has selected 250 respondents as sample size with Google form questionnaire to be distributed online. The initial test which were Pilot test will be used in this research in order to test the reliability. For the data analysis part, the data analysed was used by statistical package for social science (SPSS). Moreover, there had an analysis on descriptive statistics for measuring the respondent’s demographic profile and independent variables and also measure of Pearson’s correlation analysis and multiple regression analysis were used to analyze quantitative data in this research. The result indicated that online shopping experience, word of mouth, and information quality has a significant positive relationship with the purchase intention in e-commerce towards skin care products while online shopping experience has a strongest relationship with the purchase intention in e-commerce towards skin care products. In conclusion, the three objective has been achieved in this study and recommendation for the future research has discussed in order to give suggestion and information in the online retailing industry.

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