Antecedents to trust and a Moderating role of website quality and online shopping Experience

In the present era, due to the diffusion of technology, internet usage has increased substantially. As a result, consumers' online purchase intention increased substantially. This study examined the impact of four antecedents on trust and the impact of trust on online purchase intention. The study also examined the impact of trust on online purchase intention. And the moderating role of website experience on trust and online purchase intention. The study collected 336 samples using convenience sampling. We found that all six articulated hypotheses were accepted. These findings align with past studies. The study found that brand engagement positively affects trust. Perceived security promotes trust. Fashion innovation positively affects. Social motivation is positively associated with trust. Trust and online purchase intention are positively associated. Website experience moderates the relationship between trust and purchase intention. Given the importance of the website, we recommend that online vendors improve the quality of their websites. In this context, the vendors ensure that their webpages are user-friendly. Moreover, they communicate to consumers that their personal and financial data are secure. And they don’t share their data with others. This study underscores that trust is both a mediator and a prerequisite in the online purchase decision-making process. Perceived service quality plays a central role in fostering trust, while perceived risk serves as a significant moderator that may amplify or diminish the effect of trust on purchase intention. Findings also show that consumers increasingly rely on website design, user experience, online reviews, and brand familiarity to assess credibility. Moreover, the study highlights the broader impact of digitalization, where consumers are becoming more informed but also more cautious. Future strategies should emphasize not only technological efficiency but also emotional and relational engagement to compensate for the lack of physical presence in e-commerce interactions.