E-Commerce for a Sustainable Future: Integrating Trust, Product Quality Perception, and Online-Shopping Satisfaction

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Although the e-commerce market is expanding rapidly, e-commerce platforms still capture only a small portion of the overall market, largely due to the limited habitual use of these platforms. This study examines the features that affect purchase intention when using an e-commerce channel. The Unified Theory of Acceptance and Use of Technology (UTAUT) serves as the theoretical aspect of the analysis. A survey was conducted, and the data were examined using structural equation modeling. The findings show that both performance expectancy and social influence have a strong positive impact on users’ purchase intention on new e-commerce platforms, whereas perceived risk negatively influences purchase intention. Perceived trust mediates the relationship between performance expectancy and purchase intention, social influence and purchase intention, and perceived risk and purchase intention. Furthermore, product quality perception moderates the connection between perceived trust and purchase intentions.