The Role of Online Shopping Service Quality in e-Retailing towards Online Shopping Intention: Testing the moderation mechanism in UTAUT

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.