Online Purchase Intention of Personal Luxury Goods and Mediating Role of Consumer Trust

Consumer trust is crucial in online purchase decisions, particularly for luxury goods. The study aim is to analyze how brand reputation and online reviews influence consumer trust and the intention to purchase personal luxury goods online. Based on 214 responses from consumers in Malaysia, the study investigates the influence of brand reputation and online reviews on consumer trust and consumers’ online purchase intention. The results from PLS-SEM show a significant influence of these factors on consumer trust in online purchases. However, direct effects on purchase intention are not significant. Meanwhile, consumer trust confirms its role as mediator.