Platform-Related Stimuli, Trust, Perceived Value and eWOM Adoption as Determinants of Purchase Intention in Content-Commerce: Evidence from Malaysian Generation Y Skincare Consumers

Purpose. This study examines how platform-related stimuli shape purchase intention among Malaysian Generation Y consumers in content-commerce. Drawing on the Stimulus–Organism–Response (SOR) framework and the Information Adoption Model (IAM), the study investigates a staged mechanism in which five platform characteristics—Information Quality, Service Quality, Convenience, Information Quantity and Perceived Ease of Use—influence two parallel psychological evaluations (Trust and Perceived Value), which subsequently operate on Purchase Intention through the adoption of electronic word-of-mouth (eWOM). Design/methodology/approach. A quantitative, cross-sectional survey was administered to 386 Malaysian Generation Y consumers with recent skincare-related content-commerce experience. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4, covering the measurement model, thirteen direct paths, two indirect effects and one moderation. Findings. The measurement model demonstrated satisfactory reliability and validity. Of the thirteen direct hypotheses, twelve were supported; the Perceived Ease of Use–Trust relationship was not significant (? = .105, p = .050). The five stimuli collectively explained 27.2% of the variance in Trust and 23.2% in Perceived Value. eWOM Adoption significantly mediated the effects of both Trust (?indirect = .070, p = .010) and Perceived Value (?indirect = .085, p = .006) on Purchase Intention. Gender did not significantly moderate the eWOM Adoption–Purchase Intention relationship (? = ?.209, p = .062). Originality/value. The study integrates multidimensional platform stimuli, parallel psychological evaluations and an information-adoption mechanism within a single empirical framework, and provides emerging-market evidence that the conversion of platform experience into purchase intention is mediated by the adoption of eWOM rather than by exposure alone.