Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

被引:64
作者
Chetioui, Youssef [1 ]
Lebdaoui, Hind [1 ]
Chetioui, Hajar [2 ]
机构
[1] Al Akhawayn Univ Ifrane, Sch Business Adm, Ifrane, Morocco
[2] Sidi Mohamed Ben Abdellah Univ, FSJES, Fes, Morocco
关键词
Relative advantage; eWOM; Trust; Online shopping; Attitudes; Gender; WORD-OF-MOUTH; TECHNOLOGY ACCEPTANCE MODEL; PERCEIVED BENEFITS; GENDER-DIFFERENCES; INNOVATION ATTRIBUTES; CUSTOMER SATISFACTION; PURCHASE INTENTIONS; ELECTRONIC COMMERCE; SERVICE QUALITY; PERCEPTIONS;
D O I
10.1108/EMJB-05-2020-0046
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose The coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners expect this transition to online shopping to eventually persist in the next few years. The current research study aims to investigate the factors explaining attitudes toward online shopping. The authors propose an integrated model in which trust mediates the effects of relative advantage and electronic word of mouth (eWOM) on attitudes toward online shopping. The moderating effect of gender was also assessed using the multigroup analysis (MGA). Design/methodology/approach Based on data collected from 378 Moroccan online shoppers, the authors empirically tested the hypothesized model using a partial least squares (PLS) estimation. Findings First, relative advantage, eWOM and trust significantly impact consumer attitudes toward online shopping; at the same time, trust is influenced by relative advantage and eWOM. Second, results confirm that trust mediates the effects of relative advantage and eWOM on attitudes toward online shopping. Third, the MGA reveals that female consumers tend to exhibit a stronger effect of eWOM on trust and on attitudes toward online shopping. Originality/value Most relevant studies have focused on the main predictors of attitudes toward online shopping but did not suggest mediating and moderating factors that can help in explaining indirect effects. The present paper bridges a gap pertaining to antecedents of attitudes toward online shopping by incorporating the mediating effect of online trust. The authors also examine gender disparities related to the predictors of trust and consumer attitudes toward online shopping. This study is the first of its kind to investigate the antecedents of attitudes toward online shopping in an African country.
引用
收藏
页码:544 / 563
页数:20
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