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All Journal Asia Pacific Journal of Management and Education
Kaiyuan, Dong
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Education Languange, Linguistic, Communication & Media Other

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Social Influence and Student Choices: Exploring Online Word-of-Mouth, Brand Trust, and Purchase Intentions in Malaysia Kee, Daisy Mui Hung; Yeoh Zi Yi, Christina; Wan Ting, Chow; Jaganathan, Dakshayani A/P; Kaiyuan, Dong
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 3 (2025): November 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i3.4256

Abstract

This study investigates how social influence, online word of mouth (WOM), and brand trust shape the purchase intentions of Malaysian university students, with a focus on the mediating role of brand trust. Using a quantitative design, an online survey of 152 students was analyzed with structural equation modeling (SEM). The findings show that purchase intention is positively predicted by perceived social influence (? = 0.448), online WOM (? = 0.310), and brand trust (? = 0.211), supporting H1–H3. Brand trust is also positively predicted by social influence (? = 0.320) and online WOM (? = 0.519), supporting H4–H5 and indicating a mediating pathway from online WOM and social influence to purchase intention via brand trust. The explained variance is R² = 0.019 for purchase intention and R² = 0.574 for brand trust. Overall, the results confirm that online WOM, social influence, and brand trust are key drivers of student purchase intention, with online WOM exerting the strongest effect on brand trust. These insights contribute to the literature on digital consumption and offer practical guidance for marketers and brands targeting Malaysian students to strengthen trust-building and WOM-based engagement strategies.
Co-Authors Jaganathan, Dakshayani A/P Kee, Daisy Mui Hung Wan Ting, Chow Yeoh Zi Yi, Christina