A STUDY OF FACTORS AFFECTING TRUST IN ONLINE SHOPPING

With the wide spread of Internet and rapid development of e-commerce, online shopping is growing rapidly and continuously. However, many consumers still think that there are trust issues in purchasing in website. This research studies the factors in affecting trust issues towards online shopping in Hong Kong. There are six constructs proposed in this research. The independent variables include fulfillment, privacy, responsiveness, e-word of mouth, and satisfaction whilst the dependent variable is trust. Questionnaires were distributed at the exits of the MTR stations in Hong Kong. Total 414 responses were collected. According to the multiple regression test results, they show the supportive evidence for the components of fulfillment, privacy towards trust whilst responsiveness, e-word of mouth, satisfaction are not supported.