The impact of trust on Web purchase intention

Abstract

This study examines the effect of trust as a moderating variable to Internet shopper's Web purchase decisions in terms of extrinsic motivation, information search and online purchase intention. Drawing from research in electronic marketing with a focus on the flow mechanism, the authors suggest that information search motive and trust enhance the probability of consumer purchasing on the Web. Based on a sample of 2700 Internet users in Asia, this study explores their motives and concerns to engage in online information search and how the trust moderates the relationship between online information search and online purchase intention. The results indicate that brand comparison from information search serves as an important indicator for online shopping. Those with higher level of trust toward online shopping have higher intention to purchase online. The managerial implications of these findings are also discussed.