When Does Technology Acceptance Translate into Purchase Intention? The Moderating Role of Trust in Indonesian Fashion E-Commerce
Abstract
Background: The rapid growth of fashion e-commerce in Indonesia has increased the importance of understanding the factors that encourage consumers' online purchase intentions. Although the Technology Acceptance Model (TAM) has consistently explained technology adoption, the extent to which technology acceptance translates into purchase intention remains unclear, particularly for high-uncertainty products such as fashion.
Research Gap: While previous studies have examined the influence of perceived usefulness, perceived ease of use, and trust on purchase intention in various e-commerce contexts, limited research has positioned trust as a moderating variable that conditions the relationship between technology acceptance and purchase intention, especially in Indonesian fashion e-commerce. The distinction between web quality and web credibility as separate evaluative pathways remains underexplored.
Novelty: This study offers a novel contribution by proposing a Conditional Technology Acceptance Model that tests trust as a boundary condition moderating the relationships between perceived usefulness, perceived ease of use, and purchase intention. It also distinguishes web quality as a cognitive pathway forming TAM beliefs and web credibility as an assurance pathway building trust, providing conceptual advancement beyond the additive TAM approach.
Method: This study employed a quantitative explanatory approach with a cross-sectional design. Data were collected from 111 Indonesian consumers who had purchased fashion products through e-commerce platforms using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.
Results: The findings reveal that web quality significantly influences perceived ease of use (β = 0.526) and perceived usefulness (β = 0.437), while web credibility significantly enhances trust (β = 0.450). Perceived ease of use (β = 0.355), perceived usefulness (β = 0.187), and trust (β = 0.257) each have positive and significant effects on purchase intention. However, trust does not significantly moderate the relationships between perceived usefulness, perceived ease of use, and purchase intention.
Conclusion: Purchase intention in Indonesian fashion e-commerce is primarily driven by technology acceptance and trust as direct determinants rather than by the moderating effect of trust. Improving website quality and credibility is essential for strengthening consumers' purchase intentions and enhancing digital shopping experiences.
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