Investigating the Mediating Role of E-Trust On E-Service Quality Dimensions and E-Purchase Intentions in the E-Commerce Sector in Pakistan
Abstract/Description
This study investigated the mediating role of e-trust on the relationship between e-service quality dimensions (website efficiency, website system availability, website privacy, and website usability quality) and e-purchase intentions in the e-commerce sector in Pakistan. Using a cross-sectional survey, data were collected from 350 respondents in Karachi through a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships. Results indicated that e-service quality positively influences both e-trust and e-purchase intentions, with e-trust serving as a significant mediator. Among the dimensions, website usability quality demonstrated the strongest influence on consumer trust and purchase behavior, whereas privacy concerns highlighted areas for improvement. The findings underscored the critical role of trust in fostering online consumer engagement and provided actionable insights for e-commerce platforms to enhance service quality and consumer trust. This research offered theoretical contributions to understanding e-commerce consumer behavior and practical guidance for optimizing digital marketing strategies in developing economies like Pakistan. Limitations and future research avenues included exploring additional e-service quality dimensions and conducting longitudinal studies for broader generalization.
Keywords
E-Service Quality, Website Efficiency, Website System Availability, Website Privacy, Website Usability Quality, E-trust, Online Purchase Intention, E-Commerce, PLS-SEM.
Track
Marketing
Session Number/Theme
Marketing - Session I
Start Date/Time
13-6-2025 2:15 PM
End Date/Time
13-6-2025 3:55 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Haris, M. (2025). Investigating the Mediating Role of E-Trust On E-Service Quality Dimensions and E-Purchase Intentions in the E-Commerce Sector in Pakistan. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/19
COinS
Investigating the Mediating Role of E-Trust On E-Service Quality Dimensions and E-Purchase Intentions in the E-Commerce Sector in Pakistan
MCS-5, AMAN-CED Building
This study investigated the mediating role of e-trust on the relationship between e-service quality dimensions (website efficiency, website system availability, website privacy, and website usability quality) and e-purchase intentions in the e-commerce sector in Pakistan. Using a cross-sectional survey, data were collected from 350 respondents in Karachi through a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships. Results indicated that e-service quality positively influences both e-trust and e-purchase intentions, with e-trust serving as a significant mediator. Among the dimensions, website usability quality demonstrated the strongest influence on consumer trust and purchase behavior, whereas privacy concerns highlighted areas for improvement. The findings underscored the critical role of trust in fostering online consumer engagement and provided actionable insights for e-commerce platforms to enhance service quality and consumer trust. This research offered theoretical contributions to understanding e-commerce consumer behavior and practical guidance for optimizing digital marketing strategies in developing economies like Pakistan. Limitations and future research avenues included exploring additional e-service quality dimensions and conducting longitudinal studies for broader generalization.
