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University of South Florida M3 Center Publishing

Abstract

Despite this significant breakthrough on the emergence of e-commerce due to the proliferation of the Internet, little work has explored whether attitude towards online purchase can mediate the relationship between perceived usefulness (PU), Ease of Use (EU), Online Trust (OT) and Online Purchase Intention (OPI). This study was set to examine the mediating role of attitude towards online purchase on the relationship between PU, EU, OT and OPI. A cross-sectional research design was used to gather data from the research respondents using a simple random sampling procedure. 441 useful responses were used to analyse the data using partial least square structural equation modeling PLS-SEM (World, 1982) with the aid of SmartPLS 3. The results revealed that attitude towards online purchase mediate the relationship between PU, EU, OT and OPI. In other words, PU, EU and OT will lead to OPI when people develop a positive attitude towards online purchase. Based on the findings, it is suggested that online stores should focus on providing easy, useful and trusted sites that can create a positive attitude towards online purchase which will eventually increase their intention to purchase online.

DOI

https://www.doi.org/10.5038/9781955833035

Recommended Citation

Yazeed, M., Dantsoho, M. A., & Abubakar, A. A. (2021). Perceived usefulness, ease of use, online trust and online purchase intention: Mediating role of attitude towards online purchase. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–11). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035

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