Relevance of trust and satisfaction as mediators to behavioural intention of consumers towards online apparel shopping

Document Type

Article

Publication Title

Industria Textila

Abstract

The Internet is an integral part of every individual and is a means of business transaction, leading to the immense growth of e-commerce in all sectors. This research study evaluates the significance of attitude as a mediating variable between behavioural intention and overall satisfaction in apparel shopping using Partial Least Square – Structural Equation Modelling with a bootstrapping approach for evaluating the hypothesis. A total of 227 consumers were surveyed using a structured questionnaire and convenient sampling method with a cross-sectional method for collecting data. The hypothesis states that there is a significant relationship between overall satisfaction effect & attitude, reputation & trust, attitude & behavioural intention and trust & behavioural intention. Evidence of the partial mediation effect of attitude between overall satisfaction and behavioural intention is also identified. The findings indicate that the model is valid and has a good fit. Therefore, improved customer service and delivery service will help the corporate to uplift the endogenous latent variable of Behavioural Intention.

First Page

486

Last Page

497

DOI

10.35530/IT.074.04.2022147

Publication Date

8-1-2023

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