Factors Influencing Young Consumer Trust in Online Purchase Decision of Luxury Perfume in Malaysia: A Preliminary Qualitative Study

Abstract

This qualitative study aims at investigating the factors influencing young consumer trust towards purchase decision of luxury perfume online. Data were collected through interviewing 5 consumers via real time online chatting method. Data were examined based on content analysis. A preliminary model was then developed as a basis to explain the relationship between the factors extracted, consumer trust and purchase decision. The findings of the study reveal crucial factors which influence consumer trust in purchasing luxury perfume online namely reputation of online sellers, peer customer reviews, recommendation from experts, proof of product authenticity and past experience. The study also incorporates in depth discussion regarding the criteria of reputable sellers. This study discloses meaningful consumer insights regarding motivation towards online shopping, the risks encountered and suggestions for making better purchase decisions. The findings provide invaluable insights for marketers especially those in the luxury perfume industry in Malaysia to devise effective marketing strategy for gaining consumer trust. This study contributes to implementing Sustainable Development Goals (SDG) item 12 emphasizing responsible consumption and production. Findings from this study provide guidelines for consumers in making purchase decisions and to avoid being scammed by online sellers; the findings benefit regulatory bodies in revising policies for protecting consumer rights in Malaysia.