Does e-shopping service quality enhance customers’ e-shopping adoption? An extended perspective of unified theory of acceptance and use of technology

Abstract

This research advances the knowledge in customer behavior literature by adding new exogenous and moderating variables to the UTAUT framework. It explores the relationships among e-shopping service quality (an exogenous variable), e-shopping drivers (performance expectancy, effort expectation, social influence, and facilitating conditions), e-shopping intention, and e-shopping adoption with the moderating role of offline brand trust in an e-shopping context. Structure equation modeling was performed to confirm the distinctiveness of variables and path analysis based on a sample size of 356 e-shoppers in Pakistan. The outcomes demonstrate that e-shopping drivers are influenced by e-shopping service quality. Moreover, e-shopping intention and e-shopping adoption are led by e-shopping drivers. Furthermore, the relationship between e-shopping drivers and e-shopping intention is moderated by offline brand trust. The discussion of theoretical and practical implications and study limitations are also presented.