Trust, Security, and Online Purchase Intention in Home Appliances: Moderating Role of Digital Literacy
DOI:
https://doi.org/10.58192/wawasan.v4i2.4361Keywords:
digital literacy, home appliances, online purchase intention, security, trustAbstract
This study aims to analyze the effect of trust and security on online purchase intention in purchasing home appliance products through e-commerce, as well as to examine the moderating role of digital literacy. This study applied a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to 160 respondents who had experience purchasing home appliance products through e-commerce platforms. The findings show that trust and security have a positive and significant effect on online purchase intention. In addition, digital literacy does not significantly moderate the relationship between trust and online purchase intention, but it significantly strengthens the relationship between security and online purchase intention. The study concludes that trust and security remain critical determinants of online purchase intention in e-commerce, while digital literacy plays a selective moderating role, particularly in strengthening security perceptions. This study is limited by its sample size and focus on respondents from a specific consumer segment, which may affect generalizability. This study contributes to consumer behavior, digital marketing, and e-commerce literature by extending understanding of purchase intention in the home appliance sector. The findings also provide practical insights for e-commerce platforms, marketers, and business practitioners in designing strategies that improve consumer trust, transaction security, and digital engagement.
References
Akhtar, N., Sun, J., Ahmad, W., & Akhtar, M. N. (2021). The effect of social media on consumer trust and purchase intention. Sustainability, 13(4), 2212. https://doi.org/10.3390/su13042212
Alalwan, A. A. (2020). Mobile commerce adoption: A systematic review of emerging research themes. International Journal of Information Management, 52, 102089. https://doi.org/10.1016/j.ijinfomgt.2020.102089
Anggraini, T., Ahmad, M., & Hanafi, I. (2024). Digital literacy and teaching experience as predictors of pedagogical competence in the digital era. Tarbawi: Jurnal Keilmuan Manajemen Pendidikan, 10(2), 295–306. https://doi.org/10.32678/tarbawi.v10i02.10472
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Chawla, D., & Joshi, H. (2020). Consumer trust and mobile payment adoption. Journal of Retailing and Consumer Services, 57, 102207. https://doi.org/10.1016/j.jretconser.2020.102207
Darmawan, P. A. D. T., & Ekawati, N. W. (2017). Online consumer behavior and loyalty. E-Jurnal Manajemen, 6(4), 2076–2104. https://doi.org/10.24843/EJMUNUD.2017.v06.i04.p11
Fang, Y. H., Chiu, C. M., & Wang, E. T. G. (2018). Understanding customers’ satisfaction and repurchase intentions. Internet Research, 21(4), 479–503. https://doi.org/10.1108/10662241111158335
Gupta, S., Su, B. C., & Walter, Z. (2019). Risk profile and consumer shopping behavior. Electronic Commerce Research, 19(2), 299–321. https://doi.org/10.1007/s10660-018-9296-y
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). https://doi.org/10.1007/978-3-030-80519-7
Handoyo, S. (2024). Trust, security, and digital purchasing behavior. Heliyon, 10(3), e29714. https://doi.org/10.1016/j.heliyon.2024.e29714
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Islam, T., et al. (2021). Customer engagement and digital purchase intention. Frontiers in Psychology, 12, 808525. https://doi.org/10.3389/fpsyg.2021.808525
Jefryansyah, J., & Muhajirin, M. (2020). Analisis pengaruh kepercayaan dan keamanan terhadap keputusan pembelian barang secara online. Target: Jurnal Manajemen Bisnis, 2(1), 85–94. https://doi.org/10.30812/target.v2i1.703
Kocarslan, H. (2025). The effect of digital literacy on online purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 20(4). https://doi.org/10.3390/jtaer20040355
Liébana-Cabanillas, F., Marinković, V., & Kalinić, Z. (2021). Mobile payment adoption and consumer trust. Technological Forecasting and Social Change, 166, 120621. https://doi.org/10.1016/j.techfore.2021.120621
Malaquias, R. F., & Hwang, Y. (2020). Mobile banking and digital trust behavior. Information Development, 36(4), 547–560. https://doi.org/10.1177/0266666919877436
Mustofa, M. H., & Aisyah, N. (2025). Digital literacy and e-commerce behavior. Benefit: Journal of Business, Economics, and Finance, 3(2), 545–561. https://doi.org/10.36985/benefit.v3i2.1962
Nazzal, A., Thoyib, A., & Hussein, A. S. (2021). The influence of digital literacy and demographic characteristics on online shopping intention. The Journal of Asian Finance, Economics and Business, 8(8), 205–215. https://doi.org/10.13106/jafeb.2021.vol8.no8.0205
Oliveira, T., Alhinho, M., Rita, P., & Dhillon, G. (2017). Modelling and testing consumer trust dimensions in e-commerce. Computers in Human Behavior, 71, 153–164. https://doi.org/10.1016/j.chb.2017.01.050
Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2021). Consumer trust in mobile commerce. International Journal of Contemporary Hospitality Management, 33(2), 307–339. https://doi.org/10.1108/IJCHM-11-2014-0601
Pantano, E., et al. (2020). Retail innovation through technology. Journal of Retailing and Consumer Services, 54, 102030. https://doi.org/10.1016/j.jretconser.2019.102030
Picaully, M. R. (2018). Pengaruh kepercayaan pelanggan terhadap niat pembelian gadget di Shopee Indonesia. Jurnal Manajemen Maranatha, 18(1), 31–40. https://doi.org/10.28932/jmm.v18i1.1094
San Martín, S., & Camarero, C. (2021). Consumer trust toward websites. Industrial Management & Data Systems, 121(4), 541–564. https://doi.org/10.1108/02635571211225463
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2020). Partial least squares structural equation modeling. Australasian Marketing Journal, 28(3), 123–146. https://doi.org/10.1016/j.ausmj.2020.05.002
Shankar, V., et al. (2021). Digital transformation in retailing. Journal of Retailing, 97(1), 13–27. https://doi.org/10.1016/j.jretai.2020.10.003
Sharma, A., Menard, P., & Mutchler, L. (2020). Consumer privacy and trust decisions. Journal of Business Research, 116, 145–157. https://doi.org/10.1016/j.jbusres.2020.05.015
Sjukun. (2024). The future of retail: Omnichannel strategies for customer journey. International Journal of Economics Development Research, 5(1), 703–716. https://doi.org/10.37385/ijedr.v5i1.4120
Statista. (2026). Online and offline home appliances sales trends in Indonesia. Statista Market Insights.
Supriyanto, A., & Hana, K. F. (2020). Digital transformation for SMEs productivity. Bisnis: Jurnal Bisnis dan Manajemen Islam, 8(2), 199–216. https://doi.org/10.21043/bisnis.v8i2.8640
Vemberi, Y., & Fitriastuti, L. I. (2023). Trust and digital habits on online shopping intention. Acopen, 8(1), 1–12. https://doi.org/10.21070/acopen.8.2023.4936
Widyastuti, S., & Pratama, R. (2023). E-commerce security and consumer purchase behavior. Journal of Business Research, 165, 114073. https://doi.org/10.1016/j.jbusres.2023.114073
Yadav, R., & Mahara, T. (2020). Consumer intention to purchase online: The role of trust, perceived risk, and digital experience. Journal of Retailing and Consumer Services, 54, 102–117. https://doi.org/10.1016/j.jretconser.2019.102171
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
