VIRTUAL PURCHASE INTENTION: INFLUENCE OF SECURITY AND TRUST

Abstract

The fast growth of online transaction and e-commerce inspired many companies to setup their business on web pages. It is fact that online purchasing is still poor as compared to other online activities. Research study will explore factors that affect consumer’s virtual purchase intention. Theory of Planned Behavior (TPB), Theory of Reasoned Action (TRA), and Theory Acceptance Model (TAM) are the groundwork theories that are used in research to investigate those factors that affect the virtual purchase intention. On the basis of literature review, trust and security factors also have strong affect on virtual purchase intentions. So it is believed that antecedents of trust and security are important in improving online purchase intention. This study explores the antecedents of trust and security to develop a virtual purchase intention model.