The Moderating Roles of Online Shopping Experience on the Relationship between E-service Quality and Online Purchase Intention among Customers in the Klang Valley, Malaysia

Abstract

This research was conducted to examine e-service quality dimensions(trust, shopping enjoyment, website design and privacy) that predicted online purchase intention, as well as to examine the moderating roles of online shopping experience on the relationship between e-service quality and online purchase intention. In this study, data was collected using a set of questionnaires as the survey instrument. Two hundred and thirty questionnaires were distributed using purposive sampling technique within the period of two weeks. However, only 212 questionnaires were usable for further analysis. The findings revealed that all e-service quality dimensions (trust, shopping enjoyment, website design and privacy) had positive and significant relationships towards online purchase intention. For the moderating role analysis, it was found that only one sub-variable under e-service quality moderated the relationship, while other elements (enjoyment, website design and privacy) did not moderate the relationship. This research also suggests several recommendations for future research; among others are for the researchers to include and explore more variables such as information factors, brand equity, risk factors and other demographic factors that could influence online purchase intention. It is further suggested that online shoppers who have good experience with vendors will like to make purchases because of trust issue. Besides, it is suggested to expand the theoretical framework to include socio-economic background in the hope to find a more fruitful finding for future research.