Figure 1.
Conceptual model
Source: Own elaboration.
Figure 2.
Conceptual model and tests of hypotheses
Source: Own elaboration.
Table 1.
Respondents’ Demographics
| Respondent Profile | Frequency | Percent |
|---|---|---|
| Gender | ||
| Male | 196 | 63.64% |
| Female | 112 | 36.36% |
| Total | 308 | 100.00% |
| Age | ||
| 18 to 25 | 153 | 49.68% |
| 26 to 35 | 123 | 39.94% |
| 36 to 45 | 32 | 10.39% |
| Total | 308 | 100.00% |
| Profession | ||
| Businessperson | 5 | 1.62% |
| Government job | 11 | 3.57% |
| Private Job | 163 | 52.92% |
| Freelancing | 21 | 6.82% |
| Unemployed | 108 | 35.06% |
| Total | 308 | 100.00% |
| Education | ||
| No University Degree | 49 | 15.91% |
| Graduation | 150 | 48.70% |
| Masters | 135 | 43.83% |
| M. Phil / M.S. / Ph.D. | 23 | 7.47% |
| Total | 308 | 100.00% |
| Frequency of Online Shopping | ||
| Rarely (once every few months) | 31 | 10.06% |
| Occasionally (once a month) | 128 | 41.56% |
| Regularly (2-3 times a month) | 103 | 33.44% |
| Frequently (once a week) | 34 | 11.04% |
| Very frequently (2-3 times a week) | 12 | 3.90% |
| Total | 308 | 100.00% |
Table 2.
Respondents’ Demographics
| Variable | Items | Loading | Cronbach | CR | AVE |
|---|---|---|---|---|---|
| eWOM | EWOM-1 | 0.826 | |||
| EWOM-2 | 0.865 | ||||
| EWOM-3 | 0.849 | 0.85648 | 0.90698 | 0.69387 | |
| EWOM-4 | 0.810 | ||||
| EWOM-5 | 0.820 | ||||
| Perceived Web Quality | PWQ-1 | 0.861 | |||
| PWQ-2 | 0.748 | ||||
| PWQ-3 | 0.787 | 0.79487 | 0.87163 | 0.61913 | |
| PWQ-4 | 0.846 | ||||
| Trust | TRU-1 | 0.718 | |||
| TRU-2 | 0.825 | ||||
| TRU-3 | 0.598 | 0.7474 | 0.91304 | 0.76558 | |
| TRU-4 | 0.899 | ||||
| Attitude Toward Online Shopping | ATT-1 | 0.844 | |||
| ATT-2 | 0.830 | 0.87062 | 0.91506 | 0.71407 | |
| ATT-3 | 0.827 |
Table 4.
Measure of Estimation
| Constructs | R Square | R Square Adjusted |
|---|---|---|
| Trust | 0.49 | 0.47 |
| Attitude Toward Online Shopping | 0.43 | 0.41 |
Table 5.
Testing of Direct Paths in Hypotheses
| Hy | Path | Path Coefficients | T-value | P Values | Status |
|---|---|---|---|---|---|
| H1 | EWOM → TRU | 0.218 | 7.88 | 0.015 | Supported |
| H2 | EWOM → ATT | 0.395 | 9.74 | 0.001 | Supported |
| H3 | PWQ → TRU | -0.623 | 1.49 | 0.158 | Not Supported |
| H4 | PWQ → ATT | 0.167 | 2.11 | 0.016 | Supported |
| H5 | TRU → ATT | 0.318 | 17.94 | 0.001 | Supported |
| H6 | EWOM → TRU → ATT | 0.218 | 11.25 | 0.001 | Supported |
| H7 | PWQ → TRU → ATT | 0.265 | 5.58 | 0.012 | Supported |