Perceived usefulness and trust towards consumer behaviors: a perspective of consumer online shopping

Abstract

In this globalization era, the Internet has become an important tool for web browsing, social networking and even making online purchases. In Malaysia, few studies have examined the influence of perceived usefulness and trust on the online shopping behavior of consumers. Thus, the current study intends to investigate whether perceived usefulness and trust influence the online shopping behavior of consumers in northern Malaysia which comprises Kedah, Perlis, Penang andPerak. The relationship of the perceived usefulness and trust and the online shopping behaviors of the consumers will also be determined in this study. Quantitative research will be conducted by distributing questionnaires to 600 Internet users from different age groups, genders and backgrounds. Perceived usefulness and trust are predicted to influence the online shopping behaviors of consumers in northern Malaysia since these two factors were proven to influence the online shopping behavior of other developing countries such as China. The information obtained from this study will facilitate online retailers and shoppers’ understanding of the different perspectives of both parties regarding the effects of perceived usefulness and trust on online shopping behavior. This study can be a useful guideline for researches to improve their studies.