African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4154

Full Length Research Paper

The mediating role of trust in the relationship between e-retailer quality and customer intention of online shopping

Huan-Ming Chuang1 and Chwei-Jen Fan1, 2*
1Department of Information Management, National Yunlin University of Science and Technology, Taiwan, R. O. C. 2Department of Information Management, Nan Kai University of Technology, Taiwan, R. O. C.  
Email: [email protected]

  •  Accepted: 07 July 2011
  •  Published: 30 September 2011

Abstract

This study aims to explore the role of trust in the relationship between e-retailer quality and customer’s intention to shop online. System quality, information quality, and service quality were applied as e-retailer quality and antecedents to affect customer trust in e-retailer, and hence, intention to shop online was motivated. Data were gathered from a sample of 325 members of e-bookstore in Taiwan and was tested using the structural equation model. Results showed that trust played a critical mediating role between e-retailer quality and customer intention to shop online. Both system quality and service quality positively affected trust of e-retailer directly, and indirectly affected customer intention of online shopping. However, information quality revealed non-significant impact neither on trust perception of participants nor on their intention to shop online. The implications of these findings for both researchers and practitioners were discussed.

 

Key words: System quality, information quality, service quality, trust, e-retailer.