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Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective

International journal of information management data insights, 2022-04, Vol.2 (1), p.100065, Article 100065 [Peer Reviewed Journal]

2022 ;ISSN: 2667-0968 ;EISSN: 2667-0968 ;DOI: 10.1016/j.jjimei.2022.100065

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  • Title:
    Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective
  • Author: Jadil, Yassine ; Rana, Nripendra P. ; Dwivedi, Yogesh K.
  • Subjects: E-commerce ; Emerging market ; Online shopping ; Online trust ; Purchase intention
  • Is Part Of: International journal of information management data insights, 2022-04, Vol.2 (1), p.100065, Article 100065
  • Description: In recent years, examining the determinants and outcomes of online trust in emerging online markets in the North Africa Region has been lacking. Therefore, the purpose of this study is twofold: first, to gain knowledge of the key predictors of online trust in Morocco; second, to investigate the consequences of online trust on perceived risk, attitude, and online purchase intentions in Morocco. A research model based on the work of Jarvenpaa et al. (2000) was empirically tested. Data was collected from a total of 414 experienced online buyers through online surveys. The PLS approach using SmartPLS 3 was performed to test the hypotheses. The results demonstrate that the effect of perceived size and perceived reputation on online trust is positively significant; online trust has a significant positive influence on attitude and significant negative influence on perceived risk; online trust and attitude positively influence purchase intention; perceived risk has a significant negative effect on attitude and the negative influence of perceived risk on purchase intentions was found to be not significant. The post-hoc analysis further shows that attitude transmits completely the effect of perceived risk on purchase intention, while perceived risk partially mediates the effects of online trust on attitude. [Display omitted]
  • Publisher: Elsevier Ltd
  • Language: English
  • Identifier: ISSN: 2667-0968
    EISSN: 2667-0968
    DOI: 10.1016/j.jjimei.2022.100065
  • Source: DOAJ Directory of Open Access Journals
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