THE PURCHASE OF ONLINE PRODUCTS: A REVIEW OF BARRIER EFFECTS ON TRUST INTENTIONS

Abstract

In Iran, there has been a quantitative and qualitative increase in online businesses in recent years. However, despite the daily growth of virtual business networks, Iranian consumers regrettably do not have the confidence in such businesses that should be expected, but are still willing to buy products in person through traditional channels; financial transaction values, as well as the number of Internet users, were reported to be very low compared to developed countries. Therefore, the objective of the study was to investigate and verify what factors affect trust in buying online products. Considering the objective, the study was an applied descriptive research method with an analytical approach. The Theory of Planned Behaviour (TPB) model was used to analyse the data using Partial Least Squares (PLS) Structural Equation Modelling (SEM). The sample size for the study was 71 individuals who were screened through an online survey of PNU (Payame Noor University) students. The reliability of the questionnaire was examined using Cronbach's alpha. The results showed that there was a statistically positive significance between lack of integrity, lack of benevolence, lack of competence, and intention to trust. Meanwhile, the intention to trust was statistically significant with purchase intention. Consequently, it was suggested that e-tailers should try to improve the dimensions of their trustworthiness for ecustomers.