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

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.