Modelling Factors Influencing Consumers Trust in E-Commerce in Shanghai China

Authors

  • Guan Di Faculty of Business and Communication, INTI International University, Putra Nilai, Negeri Sembilan, Malaysia
  • Syriac Nellikunnel Faculty of Business, Perdana University, Malaysia

Keywords:

Consumer Behaviour, Trust, E-Commerce, Shanghai

Abstract

The purpose of this study is to formulate the modelon the factors which influence consumer trust in e-commerce in China in Shanghai. Previous scholars have done some researches using TAM model to analysis e-commerce, but none of them had focus on Chinese consumers. Therefore, this research focuses on Chinese consumers' trust in e-commerce. A convenience sampling questionnaire were be use as instrument for data collection. A data of 307 respondents were collected and analyzed by SPSS. Descriptive and inferential statistical analysis will be carry out to examine the relationship between the independent variables and dependent variables.

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Published

2023-11-30

How to Cite

Di, G., & Nellikunnel, S. (2023). Modelling Factors Influencing Consumers Trust in E-Commerce in Shanghai China. Journal of Business and Social Sciences, 2023. Retrieved from https://iuojs.intimal.edu.my/index.php/jobss/article/view/422