#3144. Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

January 2027publication date
Proposal available till 29-05-2025
4 total number of authors per manuscript5500 $

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Journal’s subject area:
Finance;
Business, Management and Accounting (all);
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Abstract:
The article examines the factors that explain the attitude to online shopping; An integrated model is proposed in which trust mediates the influence of relative advantage and electronic word of mouth (eWOM) on online shopping attitudes. The moderating effect of gender was also assessed using multigroup analysis (MGA). The results show that relative advantage, eWOM and trust significantly affect consumer attitudes towards online shopping; at the same time, relative advantage and eWOM affect trust. The results also confirm that trust mediates the impact of relative advantage and eWOM on online shopping attitudes.
Keywords:
Attitudes; Gender; Online shopping; Relative advantage; Trust

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