It appears you don't have support to open PDFs in this web browser. To view this file, Open with your PDF reader
Abstract
This paper aims to investigate the relationship between antecedents of trust in online shopping and purchase intention. Specifically, it examines the relationship between perceived service quality, perceived website quality, and perceived reputation, as well as the mediating role of trust in online shopping and the moderating role of perceived risk between trust and online purchase intention. An online survey was used to collect data (356 valid responses) and SmartPLS structural equation modelling (PLS-SEM) was employed to hypothesize a model. Data were collected from September to December 2019. Results suggest the moderating role of perceived risk over trust in online shopping and purchase intention. The slope for the relationship between trust in online shopping and purchase intention is moderated by perceived risk, showing that the relationship becomes stronger when perceived risk is high. Trust significantly mediates the relationship between perceived service quality, website quality reputation, and online purchase intention. This work furthers web-store decision makers’ understanding of the significant influence of trust and its mediating impact on online shopping and demonstrates how an increase in trust decreases the intensity of the impact of perceived risk on online purchase intention. To increase the number of sales and decrease the intensity of risk, companies must increase the level of trust, which mitigates risk and increases customer bonding with companies. As there is no consensus on the mediating role of trust in online shopping and the moderating role of perceived risk, this paper aims to fill this gap in the literature.
You have requested "on-the-fly" machine translation of selected content from our databases. This functionality is provided solely for your convenience and is in no way intended to replace human translation. Show full disclaimer
Neither ProQuest nor its licensors make any representations or warranties with respect to the translations. The translations are automatically generated "AS IS" and "AS AVAILABLE" and are not retained in our systems. PROQUEST AND ITS LICENSORS SPECIFICALLY DISCLAIM ANY AND ALL EXPRESS OR IMPLIED WARRANTIES, INCLUDING WITHOUT LIMITATION, ANY WARRANTIES FOR AVAILABILITY, ACCURACY, TIMELINESS, COMPLETENESS, NON-INFRINGMENT, MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. Your use of the translations is subject to all use restrictions contained in your Electronic Products License Agreement and by using the translation functionality you agree to forgo any and all claims against ProQuest or its licensors for your use of the translation functionality and any output derived there from. Hide full disclaimer
Details
1 School of Management, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China
2 Escuela De Administracion Y Negocios Campus, CETYS Universidad, Tijuana, México
3 Department of Business Administration, Sukkur IBA University, Sindh, Pakistan
4 School of Education, Minnan Normal University, P.R. China
5 Department of Public Administration, Shah Abdul Latif University, Khairpur, Sindh, Pakistan