Journal of Social Sciences

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

Pages 123-142

Abstract

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 consumers’ trust perception, which in turn results in favorable attitude toward online shopping, with risk perception on consumer’s 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.

Copyright

© 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.