What is it about?
The study analyzes the impact of e-service quality determinants on perceived usefulness and e-trust in internet shopping. The study also investigates the mediating role of perceived usefulness amongst the e-service determinants and outcome variables. The study employs stimulus-organism-response as the basal framework to explain online shopping behaviour. A consumer survey was carried out with a questionnaire, which was empirically validated by employing confirmatory factor analysis (CFA). A sample of 660 respondents was nonrandomly drawn from a population of online consumers in Jammu and Kashmir. Structural equation modelling (SEM) was adopted to analyze data and test hypotheses.
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Why is it important?
The study adds to the understanding of e-commerce by developing a revised trust-based consumer online shopping model to describe various factors that influence consumers’ online shopping attitudes and how perceived usefulness mediates the relationship among the variables.
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This page is a summary of: Online Service Quality Determinants and E-trust in Internet Shopping: A Psychometric Approach, Vikalpa The Journal for Decision Makers, May 2021, SAGE Publications,
DOI: 10.1177/02560909211012806.
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