From Scroll to Checkout: The Mediating Roles of Online Shopping Experience and Perceived Value in the Relationship Between Brand Trust and Purchase Intention in E-Commerce

Abstract

As competition on various digital platforms intensifies due to the rapid growth of e-commerce, purchasing intention now depend on factors such as consumer trust in a brand, their shopping experience, and their assessment of the value they receive. This study examines the effect of brand trust on purchase intention, with online shopping experience and perceived value as mediating variables among e-commerce consumers in Indonesia. The authors of this study employed an explanatory research design and quantitative methodology. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data collected from 128 respondents via an online questionnaire. The findings show that online shopping experiences and perceived value are positively and significantly influenced by brand trust. Both factors significantly and positively influence a consumer’s likelihood of forming a purchase intention. However, brand trust does not significantly influence purchase intention. Furthermore, both variables significantly mediate the relationship between brand trust and purchase intention. These findings indicate that brand trust alone is insufficient to directly encourage purchase intention but operates through consumers’ shopping experiences and perceived value. This study contributes to the Stimulus-Organism-Response framework and highlights the importance of improving online shopping experiences and perceived value to strengthen consumers’ purchase intention.