Factors Effecting Online Shopping Behaviour with Trust as Moderation

The purpose of this research is to study financial risk, product risk, privacy risk, and convenience risk influence on internet buying behaviour with trust as moderator. For this purpose, data were gathered from students that are studying in HEC recognized universities in Punjab, Pakistan. Five hundred fifty questionnaires were used for analysis by using the partial least square equation modeling technique. Outcomes reveal that financial risk, product risk, and privacy risk significantly decrease online shopping behavior. Trust significantly enhances online shopping behaviour. Trust moderates between (product risk, privacy risk, and convenience risk) and online shopping behaviour. This research is the pioneering research that tests the moderating role of trust between financial risk, product risk, privacy risk, convenience risk, and internet buying behaviour by using TPB theory and SET theory. This study gathered data approximately exogenous constructs and endogenous constructs at a same time by using questionnaire. Thus, there is a chance that CMB occurs that disturb the whole data (Kraus et al. 2020). Since the data was composed through a single basis, thus, primary test the matter of CMB by following the recommendation of Kock and Lynn (2012), and Kock (2015). Few of the researchers suggested to use some procedural remedies to reduce CMB influence (Kraus et al. 2020; Podsakoff, MacKenzie & Podsakoff 2012). First, to avoid this problem, the researchers give assurance to respondents that their evidence is in the safe indicators then one can without your permission (Kraus et al. 2020). Second, CMB error should reduce when researchers give guarantee to defendants that questionnaires is written in easy wording, free from errors, and not lengthy questions (Podsakoff et al. 2012). This study followed single factor CMB and results demonstrates that of total variance that is less than 50% (Podsakoff & Organ 1986). Therefore, there is no issue of CMB in data. This study developed a theoretical framework with the help of TPB theory and SET theory. As TPB theory does not covers risks and trust that is why SET theory uses as supporting theory. The finding of the current study is in line with SET theory as trust mitigates the relationship between risks and online shopping behaviors. Out of four moderating hypotheses, only one hypothesis not supported and remaining three hypotheses accepted as SET theory tells. Prior studies ignore risks and trust by using TPB theory and SET theory. Moreover, this study significantly contributes to the literature on financial risk, product risk, privacy risk, convenience risk, trust, and online shopping behavior. In Pakistan, only 3% of consumers purchase goods online and this is an ignorant area, and there is a need to study in this area. Therefore, the current research overcomes a few of the issues that have an influence on online shopping behavior. Finally, except H 4 and H 6 all the hypotheses accepted and consistent with SET and TPB theory. Thus, the future researchers can see H 4 and H 6 again in different context to know the results that match with SET theory or not.