Consumer online purchasing intentions in the context of Electronic

Service Quality measurement and technology acceptance modal:

Mediating role of E-Trust

By

Kiran Manzoor

Program of Study: Ph.D

Supervisor: Dr. Sana ur Rehman

Institute of Management sciences

University of Baluchistan
Session: 2014-2018
 Table of contents

Title Page I

Table of Contents II

List of Tables III

List of Figures IV

List of Abbreviations V

1: Introduction

1.1 Background of the Study…………………………………………………………….

1.2 Problem Statement ………………………………………………………………….

1.3 Significance / Justification of the Study ……………………………………………

1.4 Objectives of the Study/Research Questions ………………………………………

1.5 Limitation of the Study………………………………………………………………

2: Literature Review

2.1 Theoretical/Conceptual Framework ………………………………………………

2.2 Hypotheses …………………………………………………………………………..

3: Research Methodology

3.1 Research Design …………………………………………………………………….

3.2 Data Collection and Variables of the Study ………………………………………

3.3 Sampling …………………………………………………………………………….

3.4 Research Analysis Tools ……………………………………………………………

References …………………………………………………………………………………...

Appendices …………………………………………………………………………………..
List of Abbreviations
AIU Alhumd Islamic university

B2C Business to consumer

BUITEMS Balochistan university of information technology, Engineering and

Management sciences

CAGR Compound annual growth rate

E-services Electronic Services

E-trust Electronic Trust

e generation Electronic Generation

e-shopping Electronic shopping

E-S QUAL Electronic Service Quality

FA Factor Analysis

lTU International Telecommunication Union

IT Information technology

NUML National university of Modern Languages, Quetta Campus

PEOU Perceived ease-of-use

PTA Pakistan Telecommunication Authority

PU Perceived usefulness

SBKWU Sardar Bahadue Khan Women University

TAM Technology Acceptance Model

UOB University of Balochistan

1 Introduction

A marketing exchange process could be done through Internet as well. When a consumer

orders online the instant delivery of product is made. Hence an online shopping trend is

increasing. On daily basis many people are accumulating on internet thus a cunning market place

is building for businessman (Stephen and Toubia, 2010). This globalization presented many

opportunities not only for commerce but for entrepreneurs also in the online market place

(Lawrence and Tar, 2010) especially in developing countries like Pakistan. Life turned into ease

by the use of internet. Due to this, online trade has become fast and new ways of advancement

are generated. Businesses have developed websites to display their products and services online.

All buyers, sellers, competitors and consumers congregated over internet at one place.

The key distinction between traditional consumer services and B2C e-services is that on

the sites products physical presence is missing. The lack of public existence can crab the growth

in transactions by discomforting the consumer trust in the service provider (Gefen, Karahanna

and Straub, 2003). Website should have social presence features for value quality creation and

trust. According to academic studies e-commerce progress can be overwhelmed in the absence of

e-trust. Even in the presence of quality, trust still holds an important indication for the success of

product.

Faith involved in using an Internet. We provide personal data for internet purchases and

belief that our data will not be passed for illegal or deceitful purpose (Buckley, 2003).

Companies have to address consumer disquiets by participating to improve their website security

as this is becoming an industry of multibillion dollar (eMarketer 2005). In a report on retail e-

commerce by the e-Marketer it is stated that the upcoming trends distinguish baby boomers and

young buyers who approach broadband for their personal purchases so an increase in online

shopping can be observed. Buyers take guidance from the virtual communities in order to make

their purchase decisions on internet. However even experienced online buyers make

interpretations from the website review regarding risky purchases from online (eMarketer.com

2005; Forrester 2005). In fact, buyers risks associated with giving online personal information

often distinct with the security views of experts so consumer avoid the shopping activities online

because they consider it as insecure (Cao, Zhang, and Seydel, 2005). Some experts speculate that

this avoidance from online shopping and consumers' perceptions is the direct threat to e-

commerce (eMarketer 2005; Palvia, 2009). A conceptual framework will be formed in this study

to know how marketing struggles to stimulate e-commerce consumers' trust and consequently

does that leads to purchase intentions.

Hoffman, and Peralta (1999) state that firms has generated selling websites in the market

there customers from homes can demand products but it lacks social exchanges especially when

they have specific concerns. Website survey claims that few customers are pleased from the

online transactions quality. Customer presence and control are important elements for building

trust. Social connections create trust hence domination beside the social presence can be inserted

in the service quality that will be supportive in trust forming (McKnight and Chervany, 2001).

Accordingly e-retailing customers without trust cannot be persuaded for continuance purchases.

For many firms e-market sales has become eye-catching since the commerce quick expansion

has made over the internet. From the purchaser’s point-of-view, it is valuable to purchase online
as the search cost reduced considerably. Since the virtual market works 24/7 in a week, It is also

so the customers find it convenient to purchase at any time from online (Wu, Ray, Geng, and

Whinston, 2004).

1.1 Background of the Study

From a decade the growth of e-services is remarkable. Brassington, and Pettitt (2000)

anticipated the huge sales of e-products in B2C business. Firm’s competitive advantage can be

accomplished by providing quality in a growing market of e-commerce. Product information,

accessibility and price comparisons could be done easily through internet. Social, psychological

and many other factors influence the purchase decisions of consumers thus in purchase process

individual buying behavior varies.

An on online service quality was on deep consideration by the researchers in online

retailing context. To measure online service quality many scales have been developed based on

consumer’s perceptions and evaluations regarding service quality. Based on consumers

perception the studies provide valuable methods in accessing the online service quality

dimensions. In the interest of consumer’s subjectivity the dimensions may be differs but a little

correspondence of service quality dimensions has been established. Consumer perspective is

important to acquire meaningful information about online service quality (Kaynama and Black,

2000; Yoon, 2002; Wolfinbarger and Gilly, 2003).

1.1.1: Internet Trends in Pakistan

 Just like the rest of the South Asia, internet in Pakistan is yet to reach high penetration

levels. Concerted efforts have been made by the Government, regulator and operators to promote

the internet adoption in Pakistan. In the past decade, Usage of internet in the country has been

gaining momentum in terms of access, subscriptions and roll out of content and services.

Introduction of high speed internet and the recent introduction of mobile broadband (3G and 4G

LTE) have put the internet influx into the urban and rural areas on the fast track.

Moreover, the rapid increase in mobile broadband subscriptions (13.5 million as of June,

2015) has magnified the demand of high speed internet in Pakistan and the trend is expected to

gain further momentum as more and more services and content are delivered online by the local

developers/business entities. Looking at the internet usage trends in Pakistan, the use of social

media platforms and search engines are the favorite activities of internet users. Facebook is the

most popular social platform/website which handles more than 3 billion connections per day.

Google is the second most accessed website in the country with over 2.5 billion connections per

day. Twitter and Instagram are also among the toppers in the list of most online hits per day. The

blocking of YouTube means that dailymotion.com and tune.pk are the most accessed video

portals from Pakistan. Moreover, online business is also flourishing with more and more e-

commerce websites/portals being rolled out directly in competition with the international giants

like Amazon.com, ebay.com etc.

The Government of Pakistan and PTA have been highly active in promotion and

facilitation of the internet in Pakistan. The Government of Pakistan has emphasized on the
provision of high speed internet access to citizens in the Telecom Policy 2015. There are specific

provisions in the Policy document for the establishment of local peering and Internet Exchange

Points as well as provision of broadband internet services to the unserved and underserved

community at large through Universal Service Fund (USF). PTA has already facilitated the

internet access by providing necessary spectrum for mobile broadband (3G and 4G LTE)

services, and is continuously working to meet any additional spectrum requirements to facilitate

industry growth.

Among popular social media platforms, Facebook is way ahead with more than 1.3

billion active monthly user accounts, the largest virtual nation of the world. It has close to 1

billion daily active users. People turn towards social media to voice their opinions, experiences,

suggestions and feedback on any topic or constituent of the society. Among the most popular

social platforms, Facebook leads the way with more than 3 billion connections per day. It is by

far the most popular social media platform in Pakistan as more than 17.2 million user accounts

are estimated to be from Pakistan.

Social media is not just a communication platform but it has become a symbol of online

presence for companies and individuals alike. It has become a requisite for every business and

even the Government to create and operate account on popular social media site and apps.

Pakistan has also been actively engaged in using social media.

 Pakistan has the foundations in place for digital commerce to take off but for providers to

take advantage of the opportunity key barriers still need to be overcome, including an informal

and cash based financial system and lack of availability of a localized online platform that

accepts all payment solutions. On the legal side, there are four areas that are essential to increase

user confidence in digital transactions: e-commerce transaction compatibility, consumer

protection, privacy and data protection, and cybercrime. (Pakistan e-commerce market touches

$30m: GSMA study).

1.1.2: Internet Usage and Trends

Internet has been at the heart of the digital revolution, gaining substantial growth in terms

of access, Usage and utility in the economic and social development of the world. Internet connectivity

has become the integral part of resource utilization, information and service delivery, entertainment

and business models across the world. The remarkable growth in global internet adoption has been

well depicted by lTU's comparison of internet users during the past decades. From a mere 400

million internet user base in 2000, the global internet users have jumped to 3.2 billion in 2015.

Moreover, the global proportion of households with Internet access at home increased from 18%

in 2005 to 42% in 2015.

Dawn news reported on August 06, 2017 that due to temporary suspension of internet in the country

many domestic and international flights were cancelled thus causing a loss in economy.This was happen

in the past as well when Pakistan’s economy face a loss of $70 million just due to internet shutdowns.

In between July 2015 to June 2016, Pakistani economy had faced a shocking $69.7 million loss which
payed to a cost of $2.4 billion globally due to different internet shutdowns. This ultimately caused to

the digital economy benefits. (Dawn.comUpdated Oct 07, 2016 04:42pm)

1.2 Problem Statement

The Internet is providing many opportunities to the marketers by presenting different and

innovative ways of promotion, communication, and distribution of products to the target markets

and potential consumers. This study will be an effort in the same manner to determine the

features of internet services that motivate the consumer for online shopping. The attention will

be on how consumer decide and make purchasing over the Internet, This need to be identified by

online providers in order to satisfy and succeed in the competitive business environment.

No doubt internet use in marketing carries lots of benefits along with the advantage of

creating such innovation that was not obvious previously thus bringing opportunity for

marketers. Yet, marketers should focus on understanding the consumer behavior for online

purchases.

1.3 Significance / Justification of the Study

Large amount of prior research has paid enthusiastic consideration to online service

quality specifically in online shopping. Online services quality created on the opinions of

consumers about quality service appraisal that can be measured through numerous scales

developed for gauging it. Based on the consumer’s opinions, prior studies (Lee, 2009) furnished

practical and helpful techniques in accessing essential aspects of online service quality. But
because of consumers prejudice correspondence among different aspects of service quality

cannot be established. So it is required to dig up consequential facts about online service quality

assessment from consumer view point (Kaynama and Black, 2000; Wolfinbarger and Gilly,

2003).

It is important to attract online consumer and recognize their behavior to understand their

need and requirement. Consumer’s new demand has promoted the new medium of shopping that

is online shopping. Users have multiple desires and product demands so online retailers should

know about their online consumers.

Significance of Study

The topic of this study is timely growing and certain the importance of successful online

retailing. Online service quality will be judged subjectively by embedding the perception of

social presence which will be helpful in creating value and e-trust in consumers. This study

emphases on investigation of consumer opinion on e-service quality and also explore the

technology acceptance concept to predict consumer purchasing behavior of online technology

products. Therefore consumer trust and perceived value in online services in the presence of

quality will lead to consumer continuous purchase intentions from online technology products

websites. Website purchase not having social pressure that usually traditional shopping have in it

thus this could be the one major reason to prefer e-services.

“Pakistan is expected to see a boom in e-commerce in the next five years. This represents

a huge opportunity for both start-ups and investors,” said a press release quoting Shayaan Tahir,
CEO of Homeshopping.pk that is a local e-commerce retailer. In every year e-commerce sector

of a country is developing, it is growing at a CAGR of over 100%. This trend is expected to be

continued in coming 3 to 5 years as predicted by the industry analysts that may help this

commerce sector to exceed the $1 billion milestone in 2020.

1.4 Objectives of the Study

1. To examine the Electronic Service Quality components that are most effective in

determining user’s intention to purchase online (efficiency, system availability,

fulfillment and privacy).

2. To study the role of e-trust on consumer online purchasing intentions.

3. To determine the TAM influence on consumer online purchasing intentions.

1.4.1: Research Question:

What an influence of E-S-QUAL and TAM can have on online purchasing Intentions of

consumers, Does e-trust makes any difference in relationship of online purchase intentions with

E-S-QUAL?

1.5 Limitation of the Study

The issue of trust and privacy may be closely related. Consumers who trust a firm may not be as

concerned about privacy as those who do not trust the firm. This important linkage should be

explored further, as this has strategic implications for firms.

2 Literature Review

2.1 Theoretical/Conceptual Framework

Literature Review

“Consumer behavior is the study of individuals, groups, or organizations and the processes they

use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and

the impacts that these processes have on the consumer and society“(Kuester, 2012).

Behavior of consumers are impulsive and may follow a rule of thumb in decision making

of their acquisitions. To determine this rule of thumb is a difficult task because every consumer

has unlike experiences thus their decision making varies. In this regard future trends can be

addressed by introduction of new stuffs that will bring return. World Wide Web and social media

is getting famous in today’s world that helping the marketers to gain insight and display the

products on companies’ website hence increasing the consumer demands for online shopping

(Erdogmus and Cıcek, 2011; Kuester,2012; Singh, 2002).

Kuester (2012) states that consumer behavior in the digital market is as significant as in

the physical world. But it is hard to recognize the consumer online purchase decision. The

psychological risk is associated with online purchase decision as the physical presence of a

product is missing thus creating a fear in consumers about product existence. So the consumer

purchase in traditional market environment is deeply uncommon as in online shopping

(Kuester,2012). No doubt since the last decade internet has become a core vehicle for firms to
distribute their goods. In order to maximize the profit many firms are enhancing their channel of

distribution by taking advantage of internet.

Electronic service Quality (E-S-QUAL)

To check the service quality provided by websites to the online shopping consumers, A

multi Item measurement scale named, E-S-QUAL has been established. As proposed by the

Davis (1989) a focus on an enriched quality can enhance the profit and predict the long run

survival in a diverse business market. To evaluate the consumer behavior about the quality of

website e-quality is appeared as a centralized scale (Kelly and Vidgen, 2005).

Electronic service quality (E-S QUAL) was developed as an online service quality scale

by Parasuraman Zeithaml, and Malhotra in 2005. To measure the online service quality different

attributes of service has been provided by this scale. Efficiency, system availability, fulfillment

and privacy are the four dimension of this scale. To be successful companies must contemplate

on improving their service quality. Customer makes comparison between the company’s actual

service performance and what they feel company should offer (Parasuraman et al., 2005).

A multiple-item scale (E-S-QUAL) investigate a quality service that has been provided

by the websites to online shopping consumers. Four basic dimensions of E-S-QUAL scale are as;

efficiency, fulfillment, system availability, and privacy along with responsiveness,

compensation, and contact as three added dimensions (Parasuraman, Zeithaml and Malhotra,

2005)
 In the market of web, product offerings and the consumers' judgment about the service

excellence in e-commerce is termed as service quality (Santos, 2003). Researches on e-service

quality generally concentrated on the features that outline service quality perception of buyers

and also on constructing model about consumer experiences and expectation differences

(Parasuraman et al., 2002; Sohn and Tadisina, 2008). Quality of e-service is defined as customer

evaluations and perceptions about online marketplace and electronic service experience (Santos,

2003).

For marketers it takes time to know about the relationship between marketing practices

and internet (Boshoff, 2007). According to Rafiq and Fulford (2011) this will be benefited by

including all basic principle of marketing and customer satisfaction value. In the meantime,

online webs should realize purchasing behavior of consumer will estimate customer

trustworthiness with the organization (Kim and Hong, 2010)

Furthermore, a structural equation modeling program was used to determine online

purchase satisfaction. It is a newly developed scale that has multiple-items for measuring

electronic service quality. In e-commerce website satisfaction has some antecedents that effects

online consumer loyalty (Yang and Tsai; 2007).

Kim.M, Kim.J and Lennon (2006) studied that the service performance and its attributes

can be measured by online shopping whether websites being capable to deliver the proficient

services. From online retailing perspective, It is argued by Chau and Hu (2001) that the risk
theory indicates if the consumers get deep insights this may minimize their buying perceived

risk. Attribute of service may comprise on information that is available on web sites that may

pacify perceived risk. From the risk theory perspective, this study objectives are exploratory that

will ascertain features of online service which can facilitate shopping, purchasing, and

distribution in an efficient way through the modified E-S-QUAL scale (Parasuraman et al.,

2005),

Behavioral outcomes are substantially based on the characteristics of website and the

customer retention outcomes are also influenced by website services. Although online customer

service is compulsory but other efforts are also required in achieving a desirable outcome from

websites (Arman, 2011).

Tandon, Kiran and Sah (2015) study the businesses efforts to understand the consumers

internet experience. Based on paradigm, Tandon et al. (2015) claims consumer’s involvement

and excitement is initiated from the website features and when they know about the Brand. To

evaluate the methods of online marketing and its impact marketers take some time. Yet, it is

proposed that the new internet expertises are key for consumer satisfaction of need and supply

channel (Thakur and Srivastava, 2015). Therefore experts, internet marketing engineers, site

developers and researchers have worked to improve the website presence because this can

increase the consumer interest and consumer numbers on the website in a long term.

Mckinney, Yoon and Zahedi (2002) discuss that the online shopping is more convenient

that the traditional way of shopping but as a matter of fact it involve more efforts to maintain
customer satisfaction in buying through online. Online shopping comprise on certain steps such

as scrutiny of detail insights, finding a required product and to measure e-services customer

satisfaction. In the previous studies satisfaction is considered as a main factor that influences

online buyers’ loyalty in e-retailing. Firm’s loyal customers boost their profits. Thus satisfying to

the customer are key focus of many companies as customer’s behavioral intentions are based on

customer satisfaction (Gerald and Young; 2005).

Technology Acceptance modal (TAM)

The technology acceptance model (TAM) is an information systems theory that

demonstrates how users come to accept and use a technology. Davis (1989) defined its two

dimensions as perceived ease-of-use (PEOU) "the degree to which a person believes that using a

particular system would be free from effort" and perceived usefulness (PU) is the user’s

“subjective probability that using a specific application system will increase his or her job

performance/ purchasing behavior”.

As with most information systems, Internet technology acceptance and use can be

partially explained by the technology acceptance model. While this model initially focused on

system usage in the workplace, other researches has applied it to understand Web site use

(Heijden, 2001; Moon and Kim,2001). Therefore, intentions to use the Internet for on-line

transactions should consider the major TAM constructs, which theorize that perceived usefulness

and perceived ease of use determine actual system use (Davis, 1986). The research presented in

this paper aims to predict consumer acceptance of e-commerce by integrating TAM with the
constructs of E-S Qual and trust, both of which are essential when uncertainty is present in the

technology-driven environment of e-commerce.

The most frequently used theories for studying behavioral intention in technological

studies was the Technology Acceptance Model (TAM) is adopted by Davis in (1989), TAM also

is a development of TRA by Fishben and Ajzan (1975); it was designed to predict information

technology acceptance. Unlike TRA, the final conceptualization of TAM excludes the attitude

construct in order to better explain intention economically. TAM has been widely applied to a

diverse set of technologies and users. In this theory, intention is determined by the person’s

perception toward the use of that technology and its usefulness. Attitudes are formed from the

beliefs a person holds about the use of the technology. The first belief perceived usefulness (PU)

is the user’s “subjective probability that using a specific application system will increase his or

her job performance/ purchasing behavior”. Perceived ease of use (PEU), is “the degree to which

the user expects the target system to be free of efforts”.

The Technology Acceptance Model was found in some empirical studies to predict

intentions fairly well and it was one of the most influential research models in studies of the

determinants of information system acceptance (Gefen and Straub, 1997; Straub and

Limayen,1995 Mathieson 1991; Davis 1989).

Based on Technology Acceptance Model (TAM), perceived ease of use and perceived

usefulness determined the online shoppers’ decision after online behavioral intention sink in (Hu,

Sun, Jing, Zhang, Luo, and Huang, 2009).

 Gefen, Karahanna, and Straub, (2003) studied the use of easiness with online shopping

from website by applying TAM. Research suggests with the experience the trust impact and level

changes. Their studies use a free-simulation experiment that compares the degree and importance

of customer trust in an e-vendor between potential customers and repeat customers. The repeat

customers find website more useful, more trusted online shopping, more purchase from it. Gefen,

and Straub (2003) highlights that the potential customers are influenced by their trust on website.

Customer willingness to shop online depends on their trust in e-commerce. Even trust hold

central role in any commercial activity. But it’s not the only determinant of subsequent purchase

or use. Trust builds with the fulfillment of expected commitment.

Trust itself is a major issue affecting the phenomenal growth rate of e-commerce,

according to industry sources and recent academic studies. This study examines the effect of

social presence on consumer trust in e-services and the relative importance of consumer trust in

comparison with the widely studied TAM beliefs. Findings show that social presence, indeed,

affects consumer trust and that trust subsequently has a stronger effect on purchase intentions

than TAM beliefs. Implications for e-services are discussed in terms of whether the benefits from

adopting an IT depend more on website characteristics like usefulness and ease of use or on

consumer trust in the vendor. Managing e-services calls for managing the trust that is engendered

in the customer experience on the website.

 Previous research (Chao, Meng, Szu, Tung and Pei; 2005) suggests that an ultimate

success of information technology (IT) depend on both its acceptance and continuance. The

study also examines cognitive beliefs that manipulate user decision in continuance of e-learning

service. Researchers expend modal through perceived performance component into usability,

quality, and value. The results concluded that user’s continuance intention is determined by

satisfaction, which in turn is mutually determined by perceived usability, perceived quality,

perceived value, and usability disconfirmation.

Theoretical Framework

Based on earlier researches three broad areas are considered under TAM. First, few

studies concentrated on the TAM psychometric aspects thus simulated TAM (Adams, Nelson,

and Todd, 1992; Hendrickson, Massey, and Cronan,1993; Segars and Grover, 1993). Second,

some studies focus on TAM theoretical prominence i.e; perceived usefulness and perceived ease

of use (Karahanna, Straub, and Chervany, 1999). Lastly, other studies added extra constructs as

TAM determinants hence TAM extended (Karahanna and Straub, 1999; Venkatesh, 2000;

Venkatesh and Davis, 2000; Koufaris, 2002). Combining TAM prior researches, this research

will also expand a framework which will be relating TAM with E-S Qual and create a body

knowledge in research.

E-Trust

Trust is defined as "a willingness to rely on an exchange partner in whom one has

confidence" (Moorman, Zaltman and Deshpande 1993, p. 315). Trust as a driver of e-commerce

is emerging in academic studies. Conversely, research on trust is plagued by contradictory

concepts of trust construct, trust, its antecedents, and consequents relationship is not properly

understood. Building a trust in online purchases is considerably different than in offline market

(Gefen, 2000). In facilitating e-commerce, trust plays a vital role as recognized by academicians

and industry (Gefen and Straub, 2003; Komiak and Benbasat, 2006).

The element of trust can minimize the risk. It is hence essential for commerce so to

minimize consumers’ uncertainties and fear of deception (Jones and Leonard, 2008). Website

can overcome uncertainty in e-commerce and provide information thus trust on website is

compulsory (Frederick and Schefter, 2000). Specifically, in online environment trust is important

because online interactions are diverse and complex that possibly result in a volatile behavior

(Gefen, et al, 2003). There must present a trusting relationship between consumers and the

vendor so the websites doesn’t misuse or misrepresent consumer information and other actions

such as unfair pricing, security and privacy violations.

The quality of service in online environment is a potential precursor of trust as it relates

with consumer’s expectations since trust forms on behavior allied with website quality

expectations. On better business bureau website it is indicated that over the internet a need to

endorse trust and confidence, thus measures should be taken toward constructing the e-trust

(Cales, 2000). According to firm’s view market share are influenced by effectively managing

quality online and thus trust developed that help to encourage repurchases online (Palvia, 2009).

Akbar and Parvez (2009) have determined perceived service quality, crust of customers

and their satisfaction level to influence loyalty in their conceptual modal. Customer satisfaction
deliberate the association of perceived service quality and customer loyalty. In order to build the

customer loyalty companies must win their trust by giving better services then the competitor.

Trust has an important part in developing consumer online purchase behavior (Ha and

Stoel, 2009) however, Yoon (2002) discussed that trust on website has a positive relation with

intentions to purchase online. Further studies by Lim, Sia, Lee, and Benbasat (2006) and Pavlou,

(2003) states that those consumers who have trust on website will prefer to purchase online. So a

positive relationship has been found in between trust and online purchase intention. Trust can

affects perceived usefulness, and perceived ease of use and perceived risk that may further

influence consumer purchase intention. Jarvenpaa, Tractinsky, and Vitale (1999) states that trust

is essential in developing consumer’s risk perceptions and that may create willingness to

purchase online.

Bart, Shankar, Sultan, and Urban (2005) observed the relationships of website with

personal characteristics, online trust and behavioral intention. It is concluded that website

characteristics and behavioral intent relationship is mediated by the trust to some extent. The

characteristics of website have been categorized including a privacy, security, order fulfillment

etc. It is sorted out that website trust could be developed through focusing on privacy and order

fulfillment. This relation is also significant on infrequently purchased and high-involvement

product sites but it is weak on frequently transactions websites

Mayer, Davis, and Schoorman (1995) explain that trust has three attributes namely

competence, benevolence, and integrity. Competence which means the trustor has believe on
trustee that he can do what trustor need. Secondly, Benevolence is the trustor believes on the

trustee that he will do good, beside any personal intention. Lastly, Integrity relates to trustor

believe on trustee that he makes pledge will be fulfilled, be honest and ethically act in a relation

(Doney and Cannon, 1997).

Purchase Intentions

According to Triandis (1979), intentions represent self-instructions to behave in a certain

way. It implies instructions like “I should do …”, “I am going to do …” or “I will do …”

Intentions are to comport yourself in a particular manner ones keep giving self-instruction.

“Purchase intention is defined as a consumer’s willingness to purchase products or services

from a particular web site”. Web sites trust may influence a person intentions to purchase online

(Yohl and Swinder, 2014; Yoon, 2002).

Cognitive behavior of consumers leads their purchasing intentions and also influences the

choice of specific brand purchased (Huang and Su, 2011). Intentions are the customer

willingness to carry a transaction online (Ling, Chai and Piew, 2010).

According to Ajzen (1991) intentions are considered to be a tool for determining consumer

particular behavior and repetition of that certain behavior in their specific purchases. This should

also be discovered that how the shopping intention works as a behavior substitute in purchasing

(Pavlou and Fygenson, 2006). Orapin (2009) suggests that the Intention are considered as a

significant interpreter of online shopping behavior.

 Jamil and Mat (2011) anticipated that there is a positive relation between purchase intention

and actual online purchasing behavior. He suggested to further investigate on these two

variables. Kim, Hong, Min and Lee (2011) study has focused on factors such as satisfaction from

quality and firm trust in building consumers intentions to purchase. In this study the relationship

of variables has been measured which resulted that the perceived quality and trust on firm

influenced the consumer purchase intention whereas consumer intention is also mediated by the

firm's service quality.

Childers, Carr, Peck, and Carson, (2000) define intention as a threshold for consumers to

purchase from a specific web site. Thus purchasing intention may help to decide actual purchase

behavior.

2.2 Hypotheses

Research Model and Hypotheses

There is both theoretical and empirical support for the strong association between

intentions to engage in behavior and the actual behaviors (Eastlick, Lotz and Warrington, 2006).

Here considering online purchase intention as a substitute for actual behavior, and define it as

“the subjective probability that a customer will have online purchasing intentions”. Among the

hypothesized relationships, it is predicted that consumers’ perceived trust in a vendor regarding

transaction will affect their intentions to purchase online. Trust in a vendor is determined by e-

service quality.

Fig 1: Theoretical Framework

E-S-QUAL
Online
 Efficiency,
 Fulfillment, purchasing
E-Trust
 System Intensions
availability,
 Privacy

TAM

 Perceived usefulness (PU)

 Perceived ease of use (PEOU).

H1: There is a positive relationship between E-Service Quality and consumer online purchasing

intentions.

H2: Consumers perception of E-Service Quality has a positive influence on their e-trust.

H3: Consumers e-trust has a positive association with their online purchasing intentions.

H4: E-Trust will mediate the effects of E-Service Quality on consumers’ intentions to purchase

online.

H5: TAM will have a positive influence on consumer online purchasing intentions.

H5a: Perceived usefulness will have a positive influence on consumer online purchasing

intentions.
H5b: Perceived ease of use will have a positive influence on consumer online purchasing

intentions.
3 Research Methodologies

3.1 Research Design

This section will present the methodology of this research. It will carry a technique of

primary data collection. The collected data will be about online purchasing intentions of goods

which is the main purpose of study and the reason that drives online purchasing intentions.

The study proposal research design will be comprise on following sections;

3.1.1: Research Philosophy

There must be an understanding of the research approach in the start of study. The

philosophy of research helps to elucidate the approach in gathering data and its interpretation.

According to Kadhi (2009) “Three types of philosophies dictate the research process; positivism,

interpretivism and realism”. The positivism studies are based on understanding humans, their

activities in the environment and then consequences are enlightened by the researchers’ facts and

theories (Kadhi, 2009). The basis of Interpretivist is anti-foundationalism ontology and it views

the world does not exist unconventionally from the theories and facts (Grix, 2002). In between

positivism and interpretivism is realism; which is a combination of both philosophies (Grix,

2002). This research is based on positivistic approach as it will study the human actions and

behavior in the online environment.

3.1.2: Research Approach

 Research approaches are of two types’ commonly known as inductive reasoning and

deductive reasoning. A theory is framed from the collected data in inductive approach, while the

theory is applied on gathered data in deductive approach (Saunders, Lewis and Thornhill, 2003,

p. 105). Data would follow theory in deductive way as vice versa to inductive approach

(Saunders, et al., 2003, p. 105). Deductive approach will be selected for this study; data will be

gathered to find out online purchase intentions of consumers. The deductive approach is carried

as starting from the theory, collecting data and then testing it. Besides this the deductive

approach is considered as valid for numerical data. As my study will depend on the quantitative

data collection, it is appropriate to use the deductive approach.

3.1.3: Research Strategy

To approach the study purpose, data can be collected based on two different ways i.e;

Primary and secondary. Already published research in any form is recognizes as secondary

data, such as previous records, publications and websites etc. on the contrary, primary data is

firsthand information which is gathered by the researcher for a particular reason (Churchill,

2009). Questionnaire, observations, experiments and Interviews are the sources of primary data

collection. In this research the focus will be to collect primary data through questionnaire and

analyze it to determine the factors of online purchasing intentions.

3.1.4: Source of data (Primary or Secondary)

The primary data collection technique will be used to address the research questions of

this study. Adopted questionnaire will be used which is a quantitative technique. Questionnaire is
one way of survey that is typically used to gather information from a population. In the survey he

same set of questions are being asked from each respondent (Saunders et al., 2009).

3.2 Data Collection and Variables of the Study

3.2.1: Data Collection Techniques:

A survey method including questionnaires will be used to gather the data. Questionnaire will

fulfill the main objectives for example the maximization of response rate and to obtain

significant statistics which is applicable (Creswell, 2003). A cover letter will be attached with

questionnaires explaining the purpose of this survey and the confidentiality of provided

information. Questionnaire will be ordered from general to particular, easy to difficult and only

relevant question will be asked.

In order to empirically test the conceptual model, this study will adopt e-service quality

scale from Parasuraman et al (2005). Service quality scale consists of four dimensions of e-

service quality which includes efficiency, system availability, fulfillment and privacy. The three

items of e-trust will be adopted from Gefen (2000) and online purchase intentions three items

scale will be adapted from Bhattacherjee (2001). For TAM 12-items scale from Davis (1989)

will be adopted. The questionnaire will have the likert scale of five point i.e., 1=strongly disagree

to 5=strongly agree. Reliability of the scale will be measured through Cronbach alpha.

The completed instrument will consist of two parts. Part I will be composed as to recognize

respondent’s demographic attributes. The items in demographic section will be gender and

qualification, the online purchasing experience. The Part II will be comprised on four sub-

sections, as follows: E-S Qual measurement i.e; efficiency, Fulfillment, system availability and
privacy, TAM dimensions i.e; perceived ease of use (PE), perceived usefulness (PU), e-trust

(ET), and online purchase intention (OPI). On five-point Likert-type scales all constructs will be

measured.

3.3 Sampling

3.3.1: Sample Size

A sample size will be selected from the population of study. Sample should have some

basic demographic such as internet usage. The population in the study will be consists on

university students from Quetta city. There are five universities in the city (BUITEMS, SBKWU,

UOB, AIU and NUML) and that all will be considered for collecting a data. 100 respondents will

be selected from each university. Once a sample size number is decided then a convenience

method of sampling will be adopted to select respondent.

3.3.2: Sample

To examine the variables of study, the internet users and who buy online will be selected.

Due to restriction of time and resources only specific population will be approached. As the

study topic deals with consumer’s intention of online purchases, so the population must be

educated and have knowledge about the online purchases. The questionnaire will be mainly

distributed in the universities and the major reliance will be on the distribution through personal

contacts. In this survey respondents will be expected to have experience of online purchases.

This may lower response rates but it is necessary because of the study topic. The sampling frame

for the study consisted of individuals in the general population who had Internet access.
3.3.3: Non Probability and Convenience Sampling

“Convenience sampling is the non-probability sampling techniques where subjects are selected

because of their convenient accessibility and proximity to the research” (Sekaran, 2000). It is the

easiest way to approach the respondent of study.

In convenience sampling the available primary data source will be used without further

requirements. Specifically this sampling technique comprises on approaching respondent to any

place where they can be found easily. No inclusion criteria recognized in this sampling method

prior to the respondent selection. Researches used this method to obtain initial data on matters of

perception, opinions and perspective of respondents. If a researcher wants to attract more

responses it is consider a useful sampling technique to reach quickly to the preferred number of

participants.

3.4 Research Analysis Tools

Data will be analyzed through SPSS and tabulation will be included if required. The correlation

and regression will be used to analyze the relationship between variables.

3.4.1: Mediation analysis

To identify mediation effect three conditions should be fulfilled; one the independent and

the dependent variable should have a significant relationship; two mediator variable and the

independent variable should also have a significant relationship; three, test the parallel

relationship between the independent and the mediator with the dependent variable. If there is
significant relationship between mediator and the dependent variable but the insignificant

relation in between independent and the dependent variables then a complete mediation achieved

but for partial mediation the relationship of independent and dependent variable’s remains

significant.
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