The Role Of Consumer Protection Law On Trust In Online Purchasing
Keywords:
consumer protection law, Institutional Trust trust, E-Commerce, consumers, digital economyAbstract
This research examines the role of consumer protection law in influencing trust in online purchasing. The objectives were to (1) investigate the level of consumers’ awareness of consumer protection law, (2) examine the level of trust in online purchasing, and (3) analyze the influence of consumer protection law on trust in online purchasing. A quantitative research approach was employed. Data were collected with a questionnaire from no fewer than 400 consumers in Thailand who had prior experience in online shopping. The data were analyzed using descriptive statistics and multiple linear regression analysis.The findings revealed that the overall level of awareness of consumer protection law was high (𝑥̅ = 4.00, S.D. = 0.71), and the overall level of trust in online purchasing was also high (𝑥̅ = 4.04, S.D. = 0.72). Furthermore, the regression analysis indicated that consumer protection law had a statistically significant positive effect on trust in online purchasing (β = 0.65, p < 0.05). The relationship was at a high level (R = 0.78), and the model explained 61% of the variance in trust (R² = 0.61). The results suggest that consumer protection law functions as an institutional mechanism that reduces uncertainty and perceived risk, thereby enhancing consumer confidence in online transactions. Strengthening law enforcement alongside promoting consumer legal awareness is therefore crucial for increasing trust and supporting the sustainable growth of e-commerce in Thailand.
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