Shereen Noranee, Muhammad Azlan Shah Badar, Rozilah Abdul Aziz, Zarina Abdul Munir and Veera Pandiyan Kaliani Sundram

DOI: https://doi.org/10.6000/1929-7092.2019.08.86

Published: 02 December 2019

Abstract: The growth of online market size is very promising in the Malaysia’s online shopping landscape. Given the helpful growth of online shopping website among retailers in Malaysia, there is a crucial need for understanding what drives Malaysian customers to switch from one retailer to another. Therefore, the purpose of this paper is to develop an understanding of the website design, website security/privacy, and website shopping service, as predictors, influencing customer switching in a hypermarket online shopping and the effect of customer trust as a mediating variable. A survey was carried out on 300 respondents and data were analysed using multiple regression analysis. It was found that website shopping service was a significant predictor of customer switching in online shopping and customer trust fully-mediated the relationship. The results from this study would enable online shopping retailers to better design their website marketing strategies that could build trust and retain their customers directly.

Keywords: Website determinants, customer switching, customer trust, online shopping.

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