MEDIATING EFFECT OF TRUST ON PERCEIVED BENEFITS, PERCEIVED RISK AND SHOPPING FREQUENCY TOWARDS ONLINE SHOPPING

Abstract

The emergence of online shopping becomes necessity during this pandemic period and is continuously increasing the use of online shopping since 2015. This present study is aimed to find the young consumer perception on online shopping. The literatures have been reviewed and build a conceptual research model.  Also, the hypotheses have been developed based on the reviews. To answer the hypotheses, a descriptive research method is being used and a structured questionnaire was developed and circulated through online. The researcher collected 781 data and analyzed with statistical package and SmartPLS. It found that the independent factors perceived benefits and perceived risk significantly impact the mediating factor trust and the dependent factor frequency of shopping. The perceived risk is negatively influenced the trust and frequency of shopping. The following challenges were identified from the perceived risk that the consumers cannot test the product before they buy, worry about the safety of personal information, speed of internet and takes more time to deliver the products.

Key words: Perceived benefits, perceived risk, trust, frequency of shopping and shopping preference