Consumers' purchase pattern towards the e-commerce: a case of UiTM Melaka / Norazlinda Mohammad … [et al.]

This study addresses the role of the reliability of vendors and privacy of on online consumers in determining consumer trust in EC. Presently, consumers do not trust the unknown faceless seller and paperless transaction. For that matter, it is advisable for the online-seller (electronic commerce vendors) to enhance their websites' ethical procedure so they could gain trust from the consumers. This is fundamental as it shapes the consumer's perception on the websites that they frequent patronizing. The lack of consumer trust is one of the focused issues today as the world moves toward advanced information and technology era. The objective of this study is to identify the factors that affect consumer trust in electronic commerce in other words to determine how consumer trust is determined in EC. For the methodology aspect, this study uses descriptive analysis as the research design to further investigate the correlation between privacy of consumers and reliability of vendors in determining consumers' trust in electronic commerce. The samples of this study are the web users of electronic commerce around Malacca. Simple random sampling method will be used in selecting locations for questionnaire distribution. The data will be analysed using both descriptive and inferential statistics with SPSS software. It is expected that the result will show the factors that affects consumer trust in EC. It also provides beneficial guidelines for web vendors to understand more about consumer trust in order for them to build a healthy, secure and trusted e-commerce website. Thus, acquiring consumer's trust is a vital element that not only contributes to the success of e-commerce but also determines the purchase decisions of the consumers.