World Applied Sciences Journal 35 (9): 2060-2070, 2017 ISSN 1818-4952 © IDOSI Publications, 2017 DOI: 10.5829/idosi.wasj.2017.2060.2070 Corresponding Authors: Saeideh Sharifi Fard, Faculty of Modern Language and Communication, University PutraMalaysia, Selangor Darulehsan 43400, Malaysia. 2060 Determinants of Online Purchase Intention and Moderating Role of Trust in Social Network Websites in Malaysia Saeideh Sharifi Fard, Ezhar Tamam, Md Salleh H.J. Hassan and Moniza Waheed Faculty of Modern Language and Communication, Universiti Putra Malaysia, Selangor Darulehsan 43400, Malaysia Abstract: The rapid growth of social networking sites (SNSs) has led to a change in marketing strategies and purchase behavior of consumers. Drawing on the Extended Unified Theory of Acceptance and Use of Technology, a theoretical basis for the online buying intention based trust, performance expectancy, hedonic motivation, habit, social influence and effort expectancy constructs was examined. The data came from a sample of 370 students who had a prior experience in online buying. It was found that habit, hedonic motivation and performance expectancy were significant predictors of buying intention; however, effort expectancy and social influence did not significantly predict purchase intention. Habit had stronger influence on buying intention for customers with a high level of trust, whereas hedonic motivation and performance expectancy had a higher effect for customers with a low level of trust. Theoretical and practical implications of the findings are discussed. Key words: Online behavior Purchase intention Social Networking Sites Trust Extended Unified Theory of Acceptance and Use of Technology INTRODUCTION inadequate, especially studies involving university In recent years, social networking service (SNS) is understanding the young users’ behavior intention in the performed by numerous electronic commerce sites as an SNSs would be difficult. Prior studies have showed that online shopping tool for the purpose of posting customer lack of trust or trust deficit and long-term commitment are recommendations, reviews and ratings. Among different the key barriers to the e-purchase [6, 7, 8, 9, 10]. The SNSs, Google Plus, Facebook and Twitter are the most framework of this study is based on UTAUT2 model well-liked ones. Online and offline retailers are required to and the framework posited; that habit, social influence, use SNS technology for their business due to its rapid effort expectancy, performance expectancy and hedonic development. According to Nielsen (2014) almost 70% of motivation are predictors of online purchase intention. active users of online social network are utilizing SNSs for While there were substantial studies that provide support their shopping purposes [1]. The popularity of online on the influence of these predictors, their role remain networking is increasing throughout the world [2, 3]. As unclear because the role of trust has not been integrated in other countries, the market size of e-commerce with other factors when examining the relationships of spending in Malaysia will reach RM 263.0 billion in 2016 these selected predictors with online purchase intention. from RM 62.1 billion in the previous year [4]. In spite of As such, taking into account the possible moderating role the popularity of Social Networking Sites, the use of SNS of trust, the present analysis examines how the selected for commercial interaction is still at infancy level. predictors affect the intention of Malaysian university University students are the prime users of social students towards buying using social networking sites. media. A high usage of SNS by the young generation has drawn the attention of advertisers and marketers [5]. UTAUT2 Model: The original Unified Theory of .However, research concerning young users’ online Acceptance and Use of Technology (UTAUT) provided behaviors when using social networking sites is a synthesis of eight different theoretical models derived students. Applying effective marketing strategies without