Abstract - Relationship between Website Determinants and Customer Switching in a Hypermarket Online Shopping: Customer Trust as a Mediator

Journal of Reviews on Global Economics

Relationship between Website Determinants and Customer Switching in a Hypermarket Online Shopping: Customer Trust as a Mediator  Pages 998-1005

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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