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An Investigation of Online Shopping Experience on Trust and Behavioral Intentions

The purpose of this study is to examine the influence of online experience on trust, purchase intentions, and word-of-mouth in Malaysian online retail context. Additionally, researchers examine gender differences in customers’ perception of online experience. Responses obtained from 134 online shopping users in Malaysia using an online questionnaire were analyzed with AMOS 20.0. The study results show that online experience influences purchase intentions both directly and indirectly through trust. Furthermore, significant gender differences were observed. The study findings provide insightful guidelines for online retailers in approaching emerging markets via online shopping strategies.