Evaluating Online Purchase Intentions among Malaysian Private University Students: The Role of Perceived Risk, and Trust in Online Vendors

This study investigates the influence of perceived risk and trust in online vendors on consumers' intentions to purchase online. Data were collected from two hundred students at a private university in Malaysia. The effects of perceived risk and trust in online vendors toward online purchase intention were analyzed using multiple linear regression. Although indicating a weak model for predicting online purchase intentions, the findings indicate that trust in online vendors significantly affects consumers’ intention to engage in e-commerce. This study encourages online vendors to understand consumer behaviour better, thus enabling them to develop effective marketing strategies that enhance trust and mitigate risks. By applying these findings, online vendors can improve their business practices, leading to more successful and secure online transactions.