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Type :thesis
Subject :HF Commerce
Main Author :Zainika Zainudin
Title :Pengaruh kepercayaan terhadap niat melakukan electronic Word of Mouth (eWOM) dan niat pembelian dalam kalangan pengguna S-dagang
Place of Production :Tanjong Malim
Publisher :Fakulti Pengurusan dan Ekonomi
Year of Publication :2021
Corporate Name :Universiti Pendidikan Sultan Idris
PDF Guest :Click to view PDF file

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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