Determinants of online purchase intention and moderating role of trust in social network websites in Malaysia

• Main Authors: Fard, Saeideh Sharifi, Tamam, Ezhar, Hassan, Md Salleh, Waheed, Moniza
• Format: Article
• Language: English
• Published: IDOSI Publications 2017
• Online Access: http://psasir.upm.edu.my/id/eprint/61420/1/Determinants%20of%20online%20purchase%20intention%20and%20moderating%20role%20of%20trust%20in%20social%20network%20websites%20in%20Malaysia.pdf; http://psasir.upm.edu.my/id/eprint/61420/; https://www.idosi.org/wasj/wasj35(9)2017.htm
• Institution: Universiti Putra Malaysia

The rapid growth of social networking sites (SNSs) has led to a change in marketing strategies and purchase behaviour of consumers. Drawing on the Extended Unified Theory of Acceptance and Use of Technology, a theoretical basis for the online buying intention based trust, performance expectancy, hedonic motivation, habit, social influence and effort expectancy constructs was examined. The data came from a sample of 370 students who had a prior experience in online buying. It was found that habit, hedonic motivation and performance expectancy were significant predictors of buying intention; however, effort expectancy and social influence did not significantly predict purchase intention. Habit had stronger influence on buying intention for customers with a high level of trust, whereas hedonic motivation and performance expectancy had a higher effect for customers with a low level of trust. Theoretical and practical implications of the findings are discussed.