Analyzing the Effective Use of Online Selling Platforms and moderating role of Brand Trust in Online Marketing

Abstract

The objective of the authors is to study the behavioral theories based on the model, Unified Theory of Acceptance and Use of Technology (UTAUT), to examine the adoption and usage of online apps for selling products and recommendations for online marketers in Pakistan. Authors proposed this model on the basis of UTAUT theory. Hypotheses are formulated to test the relationship and empirically validated through SPSS and AMOS. This study investigated the influence of digital interface design on consumer purchase motivation within online selling platforms (OSPs). The findings empirically demonstrated that a well-designed user interface (UI) can cultivate positive user attitudes and behavioral intentions, even when the product’s core service functionality is not yet fully experienced by the user. Researchers investigated the role of application design in purchase intention (PI), focusing on its two core components: enabling conditions and perceived enjoyment. Furthermore, it investigated the moderating effect of brand trust on the relationship between purchase intention and the final purchase decision (PD). The analysis further confirmed that PI fully mediates the relationship between the app design factors and PD. Additionally, Brand Trust (BT) was found to significantly moderate the association between PI and PD. The findings of this study luminous the Behavioral Intention BI of online apps users for marketing in Pakistan. These findings will help the IT developers and OSPs planning to invest in similar services. Additionally, this study will contribute to the brands' understanding of the importance of brand trust in online markets.