Acceso usuarios
Valladolid, España
Objective: The aim of this research is to study the factors that influence online shopping intention in the fashion sector, as well as to propose a model that operationalizes the variables affecting shopping intention.
Methodology: A questionnaire was distributed to 223 students from four Ecuadorian universities. A PLS-SEM model was developed for the analysis, with perceived risks, convenience and costs as factors that affect trust in the online seller, which in turn has a direct effect on shopping intention. Additionally, the mediating and moderating effects of shopping frequency on the relationship between trust and shopping intention were analyzed.
Results: Convenience, costs and, above all, perceived risks affect trust and, consequently, shopping intention. However, although trust does not affect shopping frequency, it does influence intention. Thus, no significance was found for shopping frequency as a mediator variable. It was found that shopping frequency acts as a moderating variable between trust and intention, a relationship that is weaker the higher the frequency, while a low frequency increases the interaction between these two constructs.
Limitations: For prospective studies, it is recommended to apply this model to random and quota samples of customers from different genders, age groups and income segments. It is also recommended that the model be applied to other countries and other sectors of e-commerce.
Practical implications: The proposed model provides a useful tool for organizations to improve their services and increase their customers’ interest in online shopping.
