Universiti Tunku Abdul Rahman

FACTOR INFLUENCING CONSUMER TRUST IN ELETRONIC-COMMERCE ENVIRONMENT

The consumer trust has emphasized by e-commerce environment nowadays to develop their business online because it seems to be the foundation of e-commerce and functions to build long-term and trust-based relationships with consumer. Moreover, there had been a rapid innovation in current technology; therefore, some unknown variable had been figures out by researchers so that it able to predicting the consumer trusts. In this study, a conceptual framework had been partially adopted from Conceptual Model of trust in the online Environment to empirically test in the context of consumer trust. The conceptual framework is aims to investigate the effects of various factors on consumer trust.