The Influence of Online Brand Trust on Millennials' Clothing Purchase Intentions

This study investigates the relationship between online brand trust and purchase intention among millennials within the clothing sector, with particular emphasis on gender's moderating effect. Online brand trust was conceptualized through four formative dimensions: online experience, privacy, word-of-mouth, and information. Using a sample of 156 respondents analysed via SPSS, the findings reveal significant positive correlations between all trust dimensions and purchase intention, with information showing the strongest influence (r = 0.644, R² = 0.415). The composite brand trust measure demonstrated a moderate correlation with purchase intention (r = 0.575, R² = 0.331). Notably, gender serves as a significant moderating variable, with male respondents exhibiting a stronger correlation between overall brand trust and purchase intention compared to their female counterparts (R² = 0.406 vs. 0.280), though females showed heightened sensitivity to privacy concerns and word-of-mouth influences. These results suggest that e-retailers can enhance consumer engagement by implementing gender-specific strategies to foster online brand trust. Future research should consider broadening the demographic scope and exploring additional moderating variables to further refine these insights.