Shafique Ur Rehman|Anam Bhatti|Rapiah Mohamed|Hazeline Ayoup
The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan
Northern University of Malaysia|Northern University of Malaysia|Northern University of Malaysia|Northern University of Malaysia
purpose research determine relationship theory planned behavior tpb technology acceptance model tab elements consumer purchase intention consumer purchase intention mediates relationship tpb tam elements online shopping behavior moderating role trust commitment determined consumer purchase intention online shopping behavior plssem technique used analyzing data collected students lecturer higher education commission hec recognized universities punjab pakistan current research attempts examine role perceived usefulness perceived ease use attitude subjective norms perceived behavioral control trust commitment consumer purchase intention predicting actual behavior consumers integrating three preestablished frameworks tam tpb theory findings reveal perceived usefulness perceived ease use attitude subjective norms perceived behavioral control positive significant influence consumer purchase intention consumer purchase intention cpi mediates five independent constructs online shopping behavior osb commitment trust significantly moderate relationship consumer purchase intention internet shopping behavior also direct influence online shopping behavior