How does risk interplay with trust in pre-and post-purchase intention to engage: PLS-SEM and ML classification approach

Sharkasi, N and Agag, G ORCID: https://orcid.org/0000-0002-5513-0828, 2024. How does risk interplay with trust in pre-and post-purchase intention to engage: PLS-SEM and ML classification approach. Journal of Marketing Analytics. ISSN 2050-3318

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Abstract

This study explores the effect of perceived risk PR and perceived affective and cognitive trust, PAT and PCT, respectively, on the intention to engage with Facebook FB adverts. Most of the literature explores the intention to engage pre-purchase, and only limited studies address all behavioral manifestations of the intention to engage -other than eWoM- post-purchase. In this study we explore the effect of PR, PAT and PCT on the intention to endorse, comment, and pass-on in the pre- and post-purchase when satisfied or dissatisfied. We collected quantitative data from young FB users in Southeast Asia, aged between 17 and 30. By supplementing the PLS-SEM analysis with accuracy scores resulting from classification-based machine learning (ML) algorithms, we explore the mediating effect of PR in the pre-purchase stage and its moderating effect in the post-purchase intention to engage. Our findings support the negative mediation effect of PR on the association between PAT and PCT and the intention to comment, and its positive mediation to endorse and share pre-purchase. Whereas the PR positive moderation effect is confirmed in the post-purchase intention to engage. The study proposes several academic and managerial implications.

Item Type:	Journal article
Publication Title:	Journal of Marketing Analytics
Creators:	Sharkasi, N. and Agag, G.
Publisher:	Springer Science and Business Media LLC
Date:	2024
ISSN:	2050-3318
Identifiers:	Number Type 10.1057/s41270-024-00341-y DOI 2391169 Other
Rights:	© The Author(s) 2024. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	03 Mar 2025 15:54
Last Modified:	03 Mar 2025 15:54
URI:	https://irep.ntu.ac.uk/id/eprint/53166

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