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

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  • Shafique Ur Rehman

    (Universiti Utara Malaysia)

  • Anam Bhatti

    (Universiti Utara Malaysia)

  • Rapiah Mohamed

    (Universiti Utara Malaysia)

  • Hazeline Ayoup

    (Universiti Utara Malaysia)

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.

Suggested Citation

  • Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    • Handle: RePEc:spr:jglont:v:9:y:2019:i:1:d:10.1186_s40497-019-0166-2
    DOI: 10.1186/s40497-019-0166-2
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    8. Tam To Nguyen & Huong Thi Thu Truong & Tuan Le-Anh, 2023. "Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model," SAGE Open, , vol. 13(4), pages 21582440231, December.
    9. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    10. Anastasia Theodorou & Leonidas Hatzithomas & Thomas Fotiadis & Anastasios Diamantidis & Antonios Gasteratos, 2023. "The Impact of the COVID-19 Pandemic on Online Consumer Behavior: Applying the Theory of Planned Behavior," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    11. Aqeela Saleem & Javed Aslam & Yun Bae Kim & Shazia Nauman & Nokhaiz Tariq Khan, 2022. "Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    12. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    13. Marvello Yang & Jingzu Gao & Qing Yang & Abdullah Al Mamun & Mohammad Masukujjaman & Mohammad Enamul Hoque, 2024. "Modeling the intention to consume and willingness to pay premium price for 3D-printed food in an emerging economy," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    14. M. Ekhlaque Ahmed & Nayyer Samad & Afshan Gul Khan, 2021. "Factors Influencing Online Purchase Intention: A Case of University Students in Pakistan," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 9(1), pages 31-43.
    15. Agu Godswill Agu & Samuel G. Etuk & Nnamdi O. Madichie, 2022. "Exploring the Role of Sustainability-Oriented Marketing Education in Promoting Consciousness for Sustainable Consumption," Sustainability, MDPI, vol. 14(13), pages 1-16, July.
    16. Rehman, Shafique Ur & Kraus, Sascha & Shah, Syed Asim & Khanin, Dmitry & Mahto, Raj V., 2021. "Analyzing the relationship between green innovation and environmental performance in large manufacturing firms," Technological Forecasting and Social Change, Elsevier, vol. 163(C).

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