MODERATING ROLE OF ONLINE TRUST ON THE RELATIONSHIP BETWEEN POST PURCHASE FACTORS AND ONLINE PURCHASE INTENTION IN MALAYSIA
Keywords:
E-Store image, Repurchase Intention, Online trust, perceived Value, Post Purchase FactorsAbstract
The primary goal of this study was to demonstrate the moderating effect of online trust on post-purchase characteristics and purchase intention. As a result, this study investigated the effect of perceived value, e-store image, and trust on purchase intention. Additionally, the research explored the moderating effect of online trust. The study used a quantitative technique and a cross-sectional design. To collect data, a questionnaire using the Likert 7 scale was developed. The questionnaire was distributed by convenience sampling to clients of Malaysian e-commerce sites. The study's usable response rate was 76.5 per cent. The data were examined using Smart PLS 3. The findings confirm that online trust has a moderating function in the path of e-store image and purchase intention. Whereas the study's direct findings are also confirmed. Policymakers can use the study's findings to understand Malaysian e-commerce users' preferences better.