The Role of E-Trust in Enhancing Online Purchase Intention: A Multi-Dimensional Analysis of E-Service Quality
DOI:
https://doi.org/10.31384/jisrmsse/2025.23.4.3Keywords:
E-Service Quality, Website System Availability, Website PrivacyWebsite Usability Quality, E-trust, Online Purchase Intention E-Commerce, PLS-SEMAbstract
This study examines the mediating role of electronic trust (e-trust) in the relationship between e-service quality dimensions (website efficiency, system availability, privacy, and usability quality) and online purchase intention in an emerging economy context. A cross-sectional survey design was employed, and data were collected from 350 online consumers using a structured questionnaire. The hypothesized relationships were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that e-service quality significantly influences both e-trust and online purchase intention. Furthermore, e-trust partially mediates this relationship. Website usability quality emerged as the strongest predictor of trust and purchase intention. The study contributes to theory by integrating service quality and trust perspectives and provides managerial implications for digital platforms operating in emerging markets.
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