Determinants of consumers’ purchase intentions for agro-based products through affiliate marketing in Malaysia

Abstract

This study examines the factors influencing consumers’ purchase intentions for agro-based products through affiliate marketing in Malaysia. Despite the agro-based sector’s significant contribution to food security, employment, and rural income, many enterprises struggle to leverage digital platforms to engage younger consumers who prefer online shopping. This research focuses on four key determinants, product perception, convenience, social influence, and trustworthiness and their relationship with purchase intentions. A quantitative design was employed using a self-administered survey with 384 respondents aged 18 and above residing in urban and suburban regions. Data were analyzed using descriptive statistics, Pearson correlation, and exploratory factor analysis (EFA) via SPSS. Findings revealed that trustworthiness exhibited the strongest positive relationship with purchase intentions (r = 0.865, p < 0.001), followed by convenience, social influence, and product perception. EFA confirmed the validity of the four-factor structure (KMO = 0.957). Overall, product perception emerged as the most dominant factor shaping purchase decisions, underscoring the importance of perceived quality and value. These results provide practical implications for agro-based entrepreneurs and marketers in designing effective affiliate marketing strategies to enhance consumer confidence, convenience, and trust.