School of Economics and Management, Huzhou University, Huzhou 310013, China.
School of Economics and Management, Shaanxi University of Science and Technology, Xi'an 710021, China.
Behav Neurol. 2021 Nov 23;2021:1664377. doi: 10.1155/2021/1664377. eCollection 2021.
E-shopping is a rapidly growing phenomenon among different individuals who intend to shop online. However, a trust deficit in the E-shopping environment has always been a critical issue in the brick-and-click mode of shopping, being one of the main reasons for E-cart abandonment in E-commerce. This empirical study is aimed at investigating the perceived effect of website trust on E-shopping intentions and behaviour, drawing upon the theory of planned behaviour (TPB). Data were collected through self-administered questionnaires from working adults who shop for garments online. Structural equation modelling was used to evaluate the model fit and assumptions. Our findings suggest that website trust and E-shopping attitude play substantial roles in building E-shopping intentions and actual behaviours. Both are the significant predictors of the behaviour mediated by E-shopping intentions. However, E-shopping intentions did not mediate between subjective norms and E-shopping behaviour, when working adults decide to purchase garments online.
网上购物是不同个体中一种快速增长的现象，他们意图在网上购物。然而，在点击购买模式中，电子购物环境中的信任缺失一直是一个关键问题，是电子商务中电子购物车放弃的主要原因之一。本实证研究旨在调查网站信任对电子购物意图和行为的感知效果，借鉴计划行为理论（TPB）。通过在线购买服装的在职成年人的自填式问卷收集数据。使用结构方程模型评估模型拟合度和假设。我们的研究结果表明，网站信任和电子购物态度在建立电子购物意图和实际行为方面起着重要作用。两者都是由电子购物意图介导的行为的重要预测因素。然而，当在职成年人决定在网上购买服装时，电子购物意图并没有在主观规范和电子购物行为之间起到中介作用。
