Assessing the Impact of Website Trust, Customer Engagement, and Perception on the Buying Behaviour of Commercial Banking Customers

Abstract

This study examines the impact of website trust and credibility, customer involvement, and perception on the purchasing behavior of commercial banking clients. The main goals were to (1) look at how website trust and credibility affect buying behavior, (2) look at how customer engagement affects buying behavior, and (3) look at how perception affects buying behavior. A quantitative study design was utilized, gathering data from 557 commercial banking customers using a structured questionnaire. The dataset was analysed using correlation analysis, multiple regression, ANOVA, and factor analysis. Objective 1 was evaluated by regressing four website trust dimensions (WT1–WT4) on buying behaviour scores. Objective 2 was tested using correlations between five customer engagement dimensions (CE1–CE6) and buying behaviour, followed by regression analysis. Objective 3 involved both single-variable and multidimensional regression models for perception variables (P1, P2, P3, P5), supported by factor analysis to confirm construct validity. The results revealed that website trust variables significantly influenced buying behaviour (p = 0.004) but explained only 2.7% of variance, with WT3 showing a significant negative effect. Customer engagement dimensions displayed strong intercorrelations but weak, mostly non-significant, associations with buying behaviour, indicating limited direct impact. Perception initially showed no significant effect; however, the multidimensional model was significant (p = 0.001) with 3.5% variance explained, driven primarily by a negative influence from P3, the study fulfils its objectives by identifying that while trust, engagement, and perception contribute to buying behaviour, their direct influence is modest and certain dimensions may deter purchases. These results show that we need to develop tailored tactics to improve certain trust and perception variables and make sure that engagement initiatives fit with how customers make decisions.