The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan

Abstract

The purpose of this research is to determine the relationship between theory of planned behavior (TPB) and technology acceptance model (TAB) elements and consumer purchase intention. Consumer purchase intention mediates the relationship between TPB and TAM elements and online shopping behavior. Moderating role of trust and commitment determined between consumer purchase intention and online shopping behavior. PLS-SEM technique used in analyzing data that collected from students and lecturer of the higher education commission (HEC) recognized universities in Punjab, Pakistan. The current research attempts to examine the role of perceived usefulness, perceived ease of use, attitude, subjective norms, perceived behavioral control, trust, commitment, and consumer purchase intention in predicting actual behavior of consumers by integrating three pre-established frameworks of TAM and TPB theory. Findings reveal that perceived usefulness, perceived ease of use, attitude, subjective norms, and perceived behavioral control have a positive and significant influence on consumer purchase intention. Consumer purchase intention (CPI) mediates between all five independent constructs and online shopping behavior (OSB). Commitment and trust significantly moderate the relationship between consumer purchase intention and internet shopping behavior also has a direct influence on online shopping behavior.

Perceived Benefits and Perceived Risks Effect on Online Shopping Behavior With the Mediating Role of Consumer Purchase Intention in Pakistan

“…Online shopping allows the consumer to buy directly from the seller without any third person on an Internet browser. In the last twenty years, online shopping has played a significantly important role and more than 1.6 billion people in the whole world purchase goods online and this system has generated 1.90 trillion US dollars in 2016 (Rehman, Bhatti, Mohamed, & Ayoup, 2019). Moreover, online shopping popularity is growing day by day, because people perceive that online shopping is more convenient as they can shop from their home.…”

Ease Of Use Dan Trust Terhadap Purchase Intention Melalui Customer Satisfaction Pada Situs Web Tokopedia

“…Kemudian uji reliabilitas dilaksanakan dengan memperhatikan rekomendasi dari (Ghozali, 2017) dengan menghitung composite reliability dimana hasil yang didapatkan antara 0.866 sampai 0.907 dan memenuhi persyaratan yang minimalnya 0.7 (Hair et al, 2014) Tabel Hasil pengujian hipotesis pertama ease of use berpengaruh positif dan signifikan terhadap purchase intention adalah hipotesis diterima dan hasil ini sejalan dengan penelitian (Sin et al, 2012) Hasil pengujian hipotesis kedua ease of use berpengaruh signifikan dan positif terhadap customer satisfaction adalah hipotesis diterima dan hasil ini sejalan dengan penelitian (Pham & Ahammad, 2017) . Hasil pengujian hipotesis ketiga trust berpengaruh signifikan dan positif terhadap purchase intention adalah hipotesis diterima dan hasil ini sejalan dengan penelitian (Choon Ling, K., Bin Daud, D., Hoi Piew, T., Keoy, K. H., & Hassan, 2011), (Lien, C. H., Wen, M. J., Huang, L. C., & Wu, 2015), (Rehman et al, 2019). Hasil pengujian hipotesis keempat trust berpengaruh signifikan dan positif terhadap customer satisfaction adalah hipotesis diterima dan hasil ini sejalan dengan penelitian (Martínez, P., & del Bosque, 2013), (Pappas et al, 2014, (Tahir Jan & Abdullah, 2014).…”

Resilience in Academic Research: The Role of Personal and Extraneous Antecedents

“…Rehman et al, [67] also provide a conclusion that intention would lead to a certain action. Widyastuti [68] also demonstrates that a higher level of professional commitment could bring a negative effect to the intention to leave; which means there is a stronger intention to do a job.…”