Leong, Mei Kei * and Loh, E. G. Y. * (2021) Factors affecting purchase intention through the mediating role of consumer trust: A conceptual framework for effective sales management. In: TRMC 2021: Proceedings of the 3rd International Tourism and Retail Service Management Conference, Malaysia, 12-13 October 2021. School of Hospitality & Service Management, Sunway University, Sunway, Malaysia, pp. 37-41. ISBN 978 967 5492 64 8