Influence of Utilitarian Shopping and Brand Orientation on Online Purchase Intention via Trust. A Testing of SOR Model

Abstract

It is broadly known in related previous research that trust in a trader diminishes perceived risk of an online transaction. Although, there are hypothetical motivations to propose that the perceived risk about as an obstruction to customer trust. Moreover, existing research recommend that trust is a significant Independent of purchase intention. Therefore, this study proposes examining intervening role of consumer trust in an online trader in the connections among components of Utilitarian Shopping Value and purchase intention: (1) examining the total effect without mediation, and (2) examining the mediation effect. At the point when we examined total impact, the discoveries uncovered that Utilitarian shopping Value, Brand Orientation, and Trust have a significant positive impact on purchase intention. In this way, an assessment of the intervention impact demonstrated that trust in an online purchase intention partially mediates impact among utilitarian shopping value and online purchase intention, the paper infers that endeavors, made by online shippers, to decrease specific kinds of risk will initially improve buyer trust, and afterward at last, increment customer's intention to purchase on the web.