Intention Quality Model to Improve the Trust Relationship between Customers and SMEs for E-commerce Implementation in Libya
In the current global market, internet business has emerged to empower the business exchange between customers and traders efficiently. The main focus of e-commerce is to develop trade and encourage a fruitful customer relationship. Trust is a significant element in improving business execution. This study was designed to explore the factors affecting consumer trust in e-commerce in the context of Libyan SME's. The infrastructure of Libya is ready to take up e-commerce technology with the availability of purchasing sites such as Open Libyan Market and Dokkan, adoption of internet services and electronic payment cards. However, there is reluctance in online purchases and low trust from the customers. Many SMEs which have been established in Libya have operated in a short period then collapsed. Unfortunately, businesses have not taken the initiative to understand customer preferences and make good use of social media for e-commerce purposes. This research focuses on these study gaps with a particular interest in trust issues in the Libyan context beginning in 2011. It hypothesises that trust and purchase intention is influenced by process quality, service quality, website quality, information and security. This study uses a sample of 385 respondents of the Libyan online purchasers obtained through the snowball sampling technique to solicit the primary data for the study. The secondary data will be utilised from previous studies and the internet. Structural equation modelling is used to analyse the hypothesised correlations, while cognitive analysis is used in analysing open-ended mental representations. This study will inform the current and future e-commerce implementation on the preferred customer service and gain customer trust.
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