Price and trust are important factors that influence customer purchasing decision in online
shopping. However, the synergy of these two factors in customer intention to buy still needs
to get higher attention. This paper examines the relative influence of perceived trust and
perceived price on customers intention to buy, both for customers who have bought item
from the store (repeat customers) and who have not (potential customers), and examines
whether a difference exists on the strength of influence of price and trust to purchase …