Moderating Role of Perceived Risk and Innovativeness between Online Shopping Attitude and Intention

Abstract

Lack of customer acceptance remains a big challenge for the successful adoption of new technology. Online shopping is a new medium of shopping where customers purchase products and services directly from the sellers using internet as a medium. The purpose of the current study is two folds: First is to check the moderating effect of innovativeness and perceived risk on the relationship of attitude and intention towards online shopping. The second purpose of the study is to investigate the acceptance of online shopping in Pakistan while accommodating the above purpose.Results of the current study reveals that the effect of perceived usefulness and perceived ease of use is significant on online shopping attitude where attitude significantly impact on shopping intentions. An important contribution of the current study is incorporating perceived risk and innovativeness as moderators, which was not studied (as a moderator) in the previous literature. As per our expectation, the perceived risk hypothesis was validated by a significant negative effect of the interaction between perceived risk and attitude on intention. While, current study did not find innovativeness as a moderator between attitude and intention.

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