EFFECTS OF CONSUMERS’ TRUST AND ATTITUDE TOWARD ONLINE SHOPPING

Abstract

This study investigated the effects of consumers’ trust and attitude toward online shopping. Attitude is referred to as a positive or negative evaluation of people, activities, ideas, objects, event, or just about anything in the environment. Different facets of the e-shopping behavior of consumers have been investigated in previous literature. These facets can generally be divided into three namely, behavioral intention, actual behavior and attitude toward behavior. The aim of the study is to determine the effect of consumers’ trust and attitude toward online shopping. A quantitative research design was adopted to collect data. Multiple regression analysis method was used to conduct this study. The findings of the study will contribute to both theory and practice. The results of this study have important contributions and implications for practitioners and policy-makers. This study contributed to the field of consumers’ trust and attitude relationship with online shopping in the context of developing countries. It is contended that the examination of the effects of consumers’ trust and attitude toward online shopping is more significant than the examination of a direct relationship, which is quite obvious.