The psychology of online shopping: how past failures can affect future intentions

In today's competitive global environment, it is crucial to understand customers' online buying behaviour, especially in emerging nations. This study examines the relationship between online shopping drivers (OSDs), which includes (performance expectancy, effort expectancy, social influence and facilitating conditions) and online shopping intention (OSI) by introducing personal failure as a moderator. Data from 361 developing country customers (Pakistani internet shoppers) collected through judgemental sampling were analysed using SmartPLS. The results highlight effort expectancy's contribution to OSI and the moderating role of personal failure between social influence and OSI. This study pioneers the exploration of personal failure's significance as a moderator within the unified theory of acceptance and use of technology (UTAUT) framework. This research contributes to theory expansion and practical insights for enhancing e-commerce effectiveness, considering the impact of personal failure in the relationship between OSDs and OSI.