EXAMINING THE DETERMINANTS OF CONSUMER TRUST TOWARDS ELECTRONIC COMMERCE ADOPTION INTENTIONS: EVIDENCE FROM UNIVERSITY STUDENTS IN COPPERBELT, ZAMBIA
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Abstract
This study investigates the determinants of consumer trust and its influence on e-commerce adoption intentions in Kitwe, Zambia. Using a quantitative approach, data were collected from 406 university students through structured questionnaires and analysed via Partial Least Squares Structural Equation Modelling (PLS-SEM) in Jamovi. Based on a sample of 406 respondents from public universities in Copperbelt, Zambia, results from a deductive, correlational, quantitative research design indicate that perceived security, internet experience, website quality, and perceived privacy significantly enhance trust towards e-commerce, while perceived risk was not significant. Trust, in turn, positively mediates the relationship between these antecedents and e-commerce adoption, explaining 68.2% of the variance in trust and 59.3% in adoption. The model demonstrates excellent fit (SRMR = 0.041; RMSEA= 0.052) and strong reliability and validity. Practically, the results highlight the importance of secure, user-friendly platforms and improved digital literacy for boosting adoption in Zambia. This study contributes context-specific insights into e-commerce trust and adoption in developing economies.
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