Abstract
The purpose of this research study is to examine the influence of online shopping service
quality on online shopping intention with the mediating role of online shopping drivers
and the moderating role of offline brand trust. The authors collected the data from 167
university students across Pakistan. Structural equation modeling was used to analysis the
data using AMOS. The results confirmed that online shopping service quality promotes
online shopping intention, while online shopping drivers mediated the effect of online
service quality on online shopping intention (the major contributions of the current study
in the literature of online shopping intention). Furthermore, the results did not support the
moderating role of offline brand trust on the relationship between online shopping drivers
and online shopping intention. The authors took guidance from unified theory of
acceptance and use of technology to explain the relationships among the constructs. The
implications are further discussed at the end.
Muhammad Amjad-ur-Rehman, Abdul Qayyum, Basharat Javed. (2019) The Role of Online Shopping Service Quality in e-Retailing towards Online Shopping Intention: Testing the moderation mechanism in UTAUT, Pakistan Journal of Commerce and Social Sciences, Volume 13, Issue 3.
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