ROLE OF TRUST ON THE DETERMINANTS OF CONSUMER ONLINE BUYING BEHAVIOUR AMONG DISTANCE LEARNING CENTRE (DLC) POSTGRADUATE (PG) STUDENTS IN NIGERIA
This study aimed to investigate the relationship between perceived risk and social influence on consumer online buying behavior among postgraduate students in Ahmadu Bello University (ABU), Zaria. The study also explored the moderating effect of trust on this relationship. The sample size was determined using simple random sampling, and data was collected through a cross-sectional research design. 397 useful responses were used for the main analysis, and SmartPLS 3 was used to analyze the data and test the study's hypotheses. In the direct relationship, the study found that perceived risk and social influence had insignificant relationships with online buying behavior. Additionally, the study found that trust had a significant moderating effect on the relationship between perceived risk and social influence on online buying behavior. online retailers should make efforts to build trust with their customers to increase online buying behaviour. One way to build trust is to ensure customer privacy and security. Online retailers should take measures to protect their customers' personal information and ensure secure transactions to increase trust in their website.
How to Cite
Copyright (c) 2023 Author(s)
This work is licensed under a Creative Commons Attribution 4.0 International License.