INVESTIGATING THE FACTORS OF TRUST AND RISK ON CAREER WOMEN IN LUXURY BRAND PURCHASING INTENTION THROUGH ONLINE IN MALAYSIA

Abstract

The improvement of online purchasing business has risen sharply with the growth of internet usage in the last decades. As per cited in “The statistics Portal (2018)â€, Malaysia has excessive rates of eCommerce utilization and among Asian countries, Singapore is the largest retail e-commerce marketplace with 24%, then Malaysia and Indonesia at 19%. Due to this blessing, this study is undertaken to increase the understanding of consumer's purchase intention of luxury brand goods through investigating the factors associated with the purchasing intention. The variables selected in the study are trust, risk, and attitude. For this purpose, interviewing was executed with thirty-two (32) career women. The target participants on this study were Malaysian career women who have the experience in buying luxury brand through online, have working experience that of more than three years, holding professional jobs, and as a minimum a holder of a bachelor's degree. The end result demonstrates that there are links among three elements and purchase intention of luxurious brand goods. The result confirmed that trust was the top significant predictors of online attitude and purchase intention for Malaysian purchasers while for the risk factors is less affecting career women intention towards shopping luxury brands through online stores. All of the participants argued that the trust the online seller and they less disturbing approximately the risk shopping through online and most of the participants claimed that they may repurchase luxury brand items in the future. The study can be strengthened by growing the sample size and observe different factors affecting online buying with tremendous researches. Based on evaluation findings, the study endorsed e-commerce businesses to construct product-unique strategies as extraordinary product traits require unique channel capabilities and more secured to beautify the online shopping experience.