Moderating effect of trust toward online purchase intention among customer in Malaysia

Due to technological improvements, internet shopping is now a part of our life. Shopping and daily living would not be seamlessly possible without the Internet due to the wide variety of online products and services. Online purchase intentions are more dependent on business technology integration on the degree of customer confidence, product, perceived security, and customer experience information from electronic word of mouth conversations. Several issues identified related to online shopping result in customer dissatisfaction, including products, security not guaranteed, and sellers creating false information over the Internet to influence customers' purchasing decisions. Manufacturing companies are pressured to implement technology integration as it is the basis for the integrated consumption data by Industry 4.0. The objective of this research is to examine the relationship between the factors of the product, perceived security, electronic word of mouth and online technology integration, as well as the moderating effect of trust. The design of this study is based on the survey method using the questionnaire as a tool to collect primary data. The respondents of this study are made up of 388 customers comprising the public online customers in Malaysia. IBM SPSS 20.0 and Smart PLS 3 software are used to analyse respondents’ primary data. Online technology integration variables do not significantly affect online purchase intentions, according to the results of the hypothesis testing for direct effect, except for products, perceived security and electronic word of mouth affect customers' online purchase intentions in Malaysia. Meanwhile the results of the hypothesis testing for the indirect effect of the moderators, has shown that only the electronic word of mouth factor has a significant relationship between trust and the intention to buy online whereas the other factors are not significant. Theoretically, this research contribute to the existing body of knowledge in the field of technology integration.