Trust and Repurchase Intention on Online Tourism Services among Malaysian Consumers

AbstractThis study aims to examine the factors that contribute online shopping. As a conceptual paper, this research explores the factors of online shopping by evaluating online trust as a predictor which influence on online repurchase intention in online tourism services. This study covers a quantitative research. All of the respondents are recruited on a voluntary basis. The target respondents of this study are the consumers who have Malaysian consumers who have experienced in purchasing through tourism websites. In this research, the lowest respondents from the individual Internet users are not predicted to be less than 400. The data collection will be carried out via email questionnaire. Multiple regression analysis will be employed to elucidate the relationship between the variables to obtain an equation that represents the best prediction of dependent variable from the independent variable. Considering the nature of the study, the complexity of the research model and the relatively small sample size, Partial Least Squares (PLS) are selected as the statistical tool to analyze the quantitative data. The finding of the study expects to contribute to the practitioners in the e-marketing sector with valuable insights on the important of online trust in stimulating their intention to repurchase in tourism services