Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective
Author | Jadil, Yassine |
Author | Rana, Nripendra P. |
Author | Dwivedi, Yogesh K. |
Available date | 2024-08-28T09:53:36Z |
Publication Date | 2022 |
Publication Name | International Journal of Information Management Data Insights |
Resource | Scopus |
ISSN | 26670968 |
Abstract | In recent years, examining the determinants and outcomes of online trust in emerging online markets in the North Africa Region has been lacking. Therefore, the purpose of this study is twofold: first, to gain knowledge of the key predictors of online trust in Morocco; second, to investigate the consequences of online trust on perceived risk, attitude, and online purchase intentions in Morocco. A research model based on the work of Jarvenpaa et al. (2000) was empirically tested. Data was collected from a total of 414 experienced online buyers through online surveys. The PLS approach using SmartPLS 3 was performed to test the hypotheses. The results demonstrate that the effect of perceived size and perceived reputation on online trust is positively significant; online trust has a significant positive influence on attitude and significant negative influence on perceived risk; online trust and attitude positively influence purchase intention; perceived risk has a significant negative effect on attitude and the negative influence of perceived risk on purchase intentions was found to be not significant. The post-hoc analysis further shows that attitude transmits completely the effect of perceived risk on purchase intention, while perceived risk partially mediates the effects of online trust on attitude. |
Language | en |
Publisher | Elsevier |
Subject | E-commerce Emerging market Online shopping Online trust Purchase intention |
Type | Article |
Issue Number | 1 |
Volume Number | 2 |
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Management & Marketing [716 items ]