Factors Influencing Consumer Trust in E-Commerce Platforms in Malaysia

Vijayakumar Ramasamy Velar (Universiti Sains Malaysia)
Kok Ban Teoh (National Higher Education Research Institute, Universiti Sains Malaysia)
Yun Ning Lee (Universiti Sains Malaysia)
Levinash A/L Anantha Kumar (Universiti Sains Malaysia)
Li Shuyi (Universiti Sains Malaysia)
Li Wangchengpeng (Universiti Sains Malaysia)
Dhili Krishnan S (Presidency University)
Dilvanas T (Presidency University)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 3 (2026): October 2026

Consumer trust in e-commerce platforms is important as it reduces customer attrition and encourages continuous online transactions. In 2025, Malaysia recorded substantial financial losses due to online scams, highlighting the importance of building consumer trust in digital platforms. This study aims to investigate the roles of perceived security, platform reputation and information privacy in influencing trust among university students. Using a quantitative approach, data will be collected from 180 respondents via an online survey and analyzed to test the hypotheses. The study is expected to provide insights into how e-commerce platforms can enhance consumer trust by improving security measures, strengthening platform reputation and ensuring better protection of users’ personal information. It is also expected to suggest that platforms should prioritize secure payment gateways and proactive fraud detection to mitigate financial losses and rebuild consumer confidence in the Malaysian digital economy.