Linking trust, perceived website quality, privacy protection, gender and online purchase intentions

Abstract

The purpose of this research is to investigate individual’s online purchase intention, Website trust, privacy protection, Website perceived quality and gender. The theory of reasoned action was employed to develop the conceptual framework. The research used a survey approach. Using cluster sampling, the respondents include active postgraduate students at the International Business School Universiti Teknologi Malaysia Kuala Lumpur. Data were analysed using descriptive statistics, reliability test, factor analysis, correlation analysis, and regression analysis. The study found that only Website content quality is significant in online purchase intention. Implications of the research are discussed herein.