Siti Nor Bayaah Ahmad and Debra Jacyntha Juprie (2025) Factors influencing consumers’ online purchase intention of apparel on social commerce mediated by trust. Advanced International Journal of Business, Entrepreneurship and SME's (AIJBES), 7 (25). pp. 334-352.
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Abstract
This study explores the factors influencing consumers' online purchase intention of apparel on social commerce platforms, with a particular focus on the mediating role of trust. The research examines the impact of perceived usefulness, perceived ease of use, perceived risk, and electronic word-of-mouth (e-WOM) on online purchase intention. Data was collected through an online questionnaire distributed via Google Forms, yielding 165 valid responses. The data was analyzed using Microsoft Excel and SmartPLS 4. The findings reveal that both perceived usefulness and perceived ease of use significantly and positively influence trust in the social commerce environment. Trust, in turn, is shown to have a significant positive relationship with online purchase intention of apparel. Furthermore, the study confirms that trust mediates the relationship between perceived usefulness and online purchase intention, as well as the relationship between perceived ease of use and online purchase intention. These insights contribute to a better understanding of how trust functions as a crucial mediator in the decision-making process of consumers in social commerce, offering valuable implications for marketers and platform designers aiming to enhance online purchase intentions.
| Item Type: | Article |
|---|---|
| Keyword: | Perceived Usefulness, Perceived Ease of Use, Perceived Risk, e-WOM, Trust, Online Purchase Intention, Social Commerce, Apparel |
| Subjects: | H Social Sciences > HC Economic history and conditions > HC10-1085 Economic history and conditions > HC79 Special topics Including air pollution, automation, consumer demand, famines, flow of funds, etc. H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | JUNAINE JASNI - |
| Date Deposited: | 10 Jan 2026 19:06 |
| Last Modified: | 10 Jan 2026 19:06 |
| URI: | https://eprints.ums.edu.my/id/eprint/45836 |
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