Determinants of IT affordance on consumer purchase intention in social media platforms in Malaysia: the mediating role of trust

This study investigates consumer purchase intention among social media platform users in Malaysia within the context of social commerce. It explores the influence of IT affordance as an independent variable on purchase intention, with trust in social commerce operationalised as a multidimensional formative construct that acts as a mediating variable. Grounded in the Stimulus-Organism-Response (S-O-R) theory, the study employs a correlational design to analyse structural relationships between IT affordance, trust dimensions, and consumer purchase intention. A quantitative approach was adopted, gathering data through physical and online surveys, resulting in 206 valid responses. The Partial Least Squares Structural Equation Modelling (PLS-SEM) method was used to evaluate both the measurement and structural models. This method allows for a comprehensive assessment of the interrelationships among the variables, providing insights into how social commerce influences consumer behaviour. By utilising PLS-SEM, the study can effectively identify and quantify these dynamics, offering valuable implications for businesses aiming to enhance their social commerce strategies. The results demonstrate that IT affordance significantly influences purchase intention, both directly and indirectly through trust. Trust, as a mediator, plays a critical role in linking IT affordance to consumer purchase intention, highlighting its multidimensional impact in fostering consumer trust and engagement. The findings provide theoretical contributions by integrating IT affordance and multidimensional trust within consumer behaviour models, advancing the understanding of their interplay in shaping purchase intentions. This integration enhances the theoretical framework by illustrating how IT affordance and trust interact to influence consumer decisions. Consequently, it offers valuable insights for marketers who aim to optimise strategies that leverage these factors to boost purchase intentions. From a practical perspective, the research underscores the importance of leveraging IT affordance elements such as visibility, metavoicing, and guidance shopping to enhance consumer trust and drive purchases. The result of the study authenticates that the present research model has a high predictive power, indicating that the identified factors significantly impact consumer behaviour. This strong predictive capability suggests that marketers can effectively use these insights to tailor their approaches for better engagement and increased sales. Marketers equipped with these insights can tailor their approaches to foster stronger connections with consumers, ultimately driving increased sales and enhancing overall customer satisfaction. Emphasising these affordance elements not only benefits businesses but also creates a more seamless and trustworthy shopping experience for consumers in an increasingly digital marketplace.