RELATIONSHIP AMONG E-SERVICE QUALITY, CULTURE, ATTITUDE, TRUST, RISK OF ONLINE SHOPPING
Mohammad Al-Nasser, Rushami Zien Yusoff, Rabiul Islam and Abdullah Al-Nasser
DOI : 10.3844/jssp.2014.123.142
Journal of Social Sciences
Volume 10, Issue 3
Purchasing is considered a risky business specifically in the online purchasing environment. The research was designed to fill the gap in the existing body of knowledge regarding attitudes and differences in electronic service quality perception between two different geographical and cultural countries-Malaysia and Saudi Arabia-regarding online shopping. Specifically, this research extended previous effort done in an online shopping context by providing evidence that high service quality increase consumersâ trust perception, which in turn results in favorable attitude toward online shopping, with risk perception on consumerâs trust. Findings indicated differences between Saudis and Malaysians in e-service quality perception. Also attitude toward online shopping was affected by e-service quality perception, but it had mediated effects through trust. Finally, researcher found that perceived risk moderated the relationship between e-service quality and trust. The findings provide practical suggestions for managers on how to develop consumer trust online and enhance purchase attitude even when customers have high risk perception. E-service quality should strongly influence trust for individuals with a higher perceived risk associated with online purchase in comparison to those with a lower perceived risk.
© 2014 Mohammad Al-Nasser, Rushami Zien Yusoff, Rabiul Islam and Abdullah Al-Nasser. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.