期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：10
页码：1114-1130
DOI：10.6007/IJARBSS/v10-i10/8273
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Trust is outlined as one of the key components to ensure the customer's continued online transactions. However, previous studies on the influence of trust in the context of S-commerce, especially in Malaysia, are still limited. Therefore, this study aimed to determine the influence of trust on the intention to perform electronic Word-of-Mouth (eWOM) and purchase intention among S-commerce users. This study uses a quantitative approach in the form of a survey of samples. Exploratory Factor Analysis (EFA) and Cronbach’s alpha analysis of pilot study data indicate that item validity and instrument reliability are satisfactory. The actual study involved 250 Facebook users following the company's fan page. The study data were analyzed using Structural Equation Modelling (SEM) analysis with Analysis Moment of Structure (AMOS) software. The findings show that the measurement model is suitable for hypothesis testing. Structural model tests show goodness of fit and prove that there are four hypotheses that are significant and positively related and one hypothesis that is not significant and negatively related. The findings show that there is a positive and significant relationship between S-commerce trust and company trust, S-trade belief with the intention to do electronic Word-of-Mouth (eWOM), the company's belief with the intention of doing electronic Word-of-Mouth (eWOM) and the positive and significant relationship between the intention to perform electronic Word-of-Mouth (eWOM) with the purchase intention. However, there is a negative and insignificant relationship between S-trade trust and purchase intention. The results of this study are also expected to provide useful input to other researchers to continue their research on trust in the context of S-commerce. These insights can also serve as references in the development of more effective and dynamic online business modules to assist entrepreneurs in building customer trust.
