The Effect of Trust on Behavioral Intentions: An Empirical Investigation among Malaysian Online Shoppers

  • Wan Salmuni Wan Mustaffa
  • Rafiduraida Abdul Rahman
  • Norlaile Salleh Hudin
  • Hariyaty bin Ab Wahid
  • Rosfizah Md Taib


Today, e-commerce has experienced significant growth and transformation. Despite the continued growth of e-commerce, marketers have begun to face challenges in online purchasing. The most critical issue in online purchasing is trust, which contributes to customers' behavioural intentions. Thus, this research is conducted to test the effect on behavioral intentions in online purchasing. Internet users who had engaged in online purchasing were selected as the research's respondents. A questionnaire was used as the research instrument. The trust variable was operationalized based on four underlying dimensions: website trustworthiness, seller reputation, payment security, and transparency. A total of 375 completed questionnaires were proceeded for data analysis. The data gathered were analyzed using the structural equation modelling (SEM) technique. The results reveal that trust has a significant effect on behavioral intentions in online purchasing (p-value: 0.000; Beta: 0.795). This indicates that trust is a fundamental driver of behavioral intentions in online purchasing. Establishing and maintaining trust is crucial for online retailers and marketplaces to attract and retain customers.


Azjen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Eaglewood Cliffs, NJ: Prentice-Hall.
Badrinarayanan, V., Becerra, E., Kim, C-H. & Madhavaram, S. (2010). Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea. Journal of the Academy of Marketing Science, 2010 (1), 1–19.
Budur, T. (2018). Analytic Hierarchy Process to Evaluate Corporate Image, Trust, and Switching Cost of GSM Operators: A Case of Kurdistan Region of Iraq. International Journal of Social Sciences & Educational Studies, 5(2), 241-250
Byrne, B. M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications and Programming (2nd ed.). New Jersey: Lawrence Erlbaum Associates, Inc.
Bonsón Ponte, E, Carvajal-Trujillo, E. & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tour. Management. 47(1), 286–302.
Chen, J. & Dibb, S. (2010). Consumer trust in the online retail context: Exploring the antecedents and consequences. Psychology & Marketing, 27(4), 323-346.
Choon Ling, K., Daud, D., Hoi Piew, T., Keoy, K. & Hassan, P. (2011). Perceived Risk, Perceived Technology, Online Trust for the Online Purchase Intention in Malaysia. International Journal of Business and Management, 2011(1), 6(6).
Chang, H.H. & Chen, S.W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Inf. Rev. 32 (6), 818–841.
Chen, Y., & Barnes, S. (2007). Initial trust and online buyer behaviour. Industrial Management & Data Systems. 107(1), 21-36.
Grabner-Kraeuter, S. (2002). The Role of Consumers' Trust in Online-Shopping. Journal of Business Ethics, 39(½), 43-50.
Hsu, C., & Lin, J. C. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research. 23 (1), 69-88.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Eds.). Upper Saddle River, NJ: Prentice Hall, Inc.
Kamarul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of Consumers’ Perceived Risk on Consumers’ Online Purchase Intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
Krejcie, R. V, & Morgan, D. W. (1970). Determining sample size for research activities. Educational & Psychological Measurement, 30, 607–610.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). New York: The Guilford Press.
Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions. Managing Service Quality: An International Journal. 19(3), 308-331.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20 (3), 709-734.
Monsuwe´, T. P. Y., Dellaert, B.G. C. & Ruyter, K. D. (2004). What drives consumers to shop online? A literature reviews. International Journal of Service Industry Management. 15 (1), 102-121.
MCMC (Malaysian Communications and Multimedia Commission). (2001). Laporan Tahunan 1, Mencorak Masa depan Digital. Cuberjaya, Malaysia.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233.
Yoo, J.S., Lee, J.N. & Hoffmann, J. (2008) ‘Trust in online shopping: the Korean student experience’, Paper presented at the Proceedings of the 41st Annual Hawaii International Conference on System Sciences, 270-277.
How to Cite
WAN MUSTAFFA, Wan Salmuni et al. The Effect of Trust on Behavioral Intentions: An Empirical Investigation among Malaysian Online Shoppers. International Journal of Business and Technology Management, [S.l.], v. 5, n. 4, p. 163-169, dec. 2023. ISSN 2682-7646. Available at: <>. Date accessed: 17 july 2024.
English Section