DefinePK

Abstract

TR and PI are essential factors for the growth and sustainability of both online and offline vendors. PI not only affects purchasing behaviors but also brings several positive outcomes. These include actual purchase, trial purchase, repeat purchase, and loyalty. This study examined the mediating role of TR between emotional and informational antecedents and PI. Given the importance of the research, it also explored the effects of EP, EPRD, WOM, RRS, and SC on PI. Using a quantitative approach, we gathered data from 245 participants within the target population and analyzed it with Smart PLS. The results showed that all proposed hypotheses were supported, except Hypothesis 3: the effect of WOM on PI. While this effect was significant, its direction was negative, contrary to the hypothesized direction. The study also found that EPR, EPRD, and online RRS have a positive influence on TR. Based on these findings, we argue that TR in a brand enhances consumer perceptions, which in turn lead to behavioral intentions. This study makes valuable contributions to the literature by integrating emotional, social, and security-related dimensions into a unified trust-based model of consumer decision-making. The study also offers several marketing and theoretical insights. The recommended marketing strategies will help online vendors improve their marketing efforts to enhance value propositions for their target segments.