Student Perception About Trust Barriers Regarding Online Purchase Intention
Student Perception About Trust Barriers Regarding Online Purchase Intention

Summary/Abstract: Online business (e-business) since the begging of pandemic, specially s-commerce has skyrocketed. Trust is something that makes consumers decide to shop online, and their behavior vary depending on the territory and culture. This research explores student attitudes towards the barriers that they face when shopping online in Croatia. The aim is to explore if there is a relationship between trust barriers in online shopping and online purchase intention among students. Further, to analyze whether those attitudes significantly differ between man and woman students. Also, previous researches state that a credible source influences consumer trust therefore we investigate if there is a significant relation between a credible source and the trust barriers in online shopping. Students’ perception about trust barriers in online shopping were surveyed with a questionnaire in which 243 respondents participated. For testing the hypothesis descriptive statistics, Independent sample t-test, and Pearson correlation were used. Based on the analyzed data, results indicate that there is a significant relationship between the online purchase intention and trust barriers. Further, findings indicate that there is statistically significant difference between man and woman attitudes regarding trust barriers in online shopping. Also, credible source (micro influencer/ celebrity) plays a significant role in the perception of trust barrier related to the inability to judge product or service quality online among participants.

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