UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
Kepercayaan digariskan sebagai salah satu komponen penting bagi menjamin
kelangsungan transaksi atas talian oleh pelanggan. Kajian-kajian lepas berhubung
pengaruh kepercayaan dalam konteks S-dagang, terutamanya di Malaysia masih terhad.
Oleh itu, kajian ini bertujuan untuk menentukan pengaruh kepercayaan terhadap niat untuk
melakukan electronic Word-of-Mouth (eWOM) dan niat pembelian dalam kalangan
pengguna S-dagang. Kajian ini menggunakan pendekatan kuantitatif berbentuk tinjauan ke
atas sampel. Exploratory Factor Analysis (EFA) dan analisis Cronbach’s alpha ke atas
data kajian rintis menunjukkan kesahan item dan kebolehpercayaan instrumen adalah
memuaskan. Kajian sebenar melibatkan 250 orang pengguna Facebook yang mengikuti
laman fan page syarikat. Data kajian dianalisis menggunakan analisis Structural Equation
Modelling (SEM) dengan perisian Analysis Moment of Structure (AMOS). Dapatan kajian
menunjukkan model pengukuran adalah sesuai digunakan dalam pengujian hipotesis.
Pengujian model struktural menunjukkan goodness of fit dan membuktikan terdapat empat
hipotesis adalah signifikan dan berhubungan positif serta satu hipotesis yang tidak
signifikan dan berhubungan negatif. Dapatan kajian menunjukkan bahawa terdapat
hubungan yang positif dan signifikan antara kepercayaan S-dagang dengan kepercayaan
terhadap syarikat (nilai R²=0.78, ß=0.883), kepercayaan S- dagang dengan niat untuk
melakukan electronic Word-of-Mouth (eWOM) (nilai R²= 0.828, ß=0.376), kepercayaan
syarikat dengan niat untuk melakukan electronic Word-of-Mouth (eWOM) (nilai R²=
0.828, ß=0.56) dan hubungan yang positif dan signifikan antara niat untuk melakukan
electronic Word-of-Mouth (eWOM) dengan niat pembelian (nilai R²= 0.616, ß=0.682).
Walaubagaimanapun, terdapat hubungan yang negatif dan tidak signifikan antara
kepercayaan S-dagang dengan niat pembelian (nilai R²= 0.616, ß= ?0.116). Hasil kajian ini
juga diharapkan dapat memberikan input yang berguna kepada pengkaji lain untuk
meneruskan kajian berkaitan kepercayaan dalam konteks S-dagang. Dapatan ini juga boleh
dijadikan rujukan dalam pembangunan modul perniagaan secara atas talian yang lebih
efektif dan dinamik bagi membantu usahawan dalam mengukuhkan kepercayaan
pelanggan. |
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