Impact of E-Commerce System Quality on Online Purchase Intention: The Moderating Role of Customer Trust

Abstract

The high rate of e-commerce has altered the consumer buying nature. As the level of competition between online platforms grows, the quality of the system has proved to be a decisive factor in consumer behaviour purchasing. This research paper aims at exploring how the quality of the e-commerce systems is related to online purchase intention and the mediating role of customer trust in the relationship between quality of e-commerce system and online purchase intention. Aspects of usability, reliability, security and responsiveness are used to conceptualize system quality. A structured questionnaire was used to gather data on online Bangladesh shoppers. The statistical analyses that were performed using SPSS are descriptive statistics, correlation, regression, and moderation analysis. The results show that e-commerce system quality affects online purchase intention positively and the customer trust plays a significant role in strengthening the relationship. The research can be of great help to e-commerce companies to enhance system performances and customer trust to facilitate purchase intention.