Purpose - Online purchasing has been a pertinent part of consumers’ lifestyle, which has risen in the recent pandemic with a 40 per cent increase. The research aims to explore the Technology Acceptance Model (TAM) and an additional variable such as Brand Trust in determining the factors influencing Malaysia's online purchasing of mobile telecommunications services. Design/Methodology/Approach –In this study, convenience sampling was used in a quantitative study approach. A total of 500 responses were received via online questionnaires in collaboration with the Malaysian DesaMall e-commerce portal, of which 400 were chosen based on specific prior online shopping experiences. Findings – The results indicated that all respondents were involved in online purchases. Accordingly, brand trust, perceived usefulness, and perceived ease of use exhibited relationships towards online purchase intention of mobile telecommunications services via mobile operators’ websites. The influencing factors’ relationships and data reliability are significantly reliable, presenting profound relationships, justifying the study hypothesis. Contribution/Implication – According to the study, perceived ease of use, perceived usefulness, and brand trust are the main determining factors. This study has impacts for regulators, policymakers, and telecommunications companies alike.

Adoption, attitude, online purchasing, smartphone users, technology influencing factors of online purchasing.