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IJSTR >> Volume 9 - Issue 1, January 2020 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Moderator Trust, Subjective Norms Influence Risk And Online Shopping Behavior Of Consumers

[Full Text]



Anam Bhatti, Dr. Shahrin Saad, Dr. Salimon Maruf Gbadebo



financial risk, convenience risk, product risk, privacy risk, subjective norms, trust, online shopping behavior



The increasing permeation of technology in the global world is speedily encouraging online shopping. Meanwhile, advance internet communication has changed the business performance and producer’s interactions with consumers. Online shopping behavior is critical in today e- environment. It is directly linked with consumer behavior and their decision in the purchasing time. The existing study determines the moderating effect of subjective norms and trust between risks (financial, convenience, privacy, product) and online shopping behavior. The results of this study reveal that moderation significant effects regarding the association of trust and subjective norms with online shopping while risks were observed negatively significant on online shopping behavior. Conclusions of the current study disclose that retailers essential to consider online shopping to increase their success through the internet. The structural Equation Modeling _Partial Least Squares (SEM_PLS) used for analysis



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