An Empirical Study on the Effect of Perceived Usefulness and Ease of Use on Purchase Intention Through Mobile Devices in Pakistan: A Mediating Role of Online Trust

Abstract

In Pakistan, electronic commerce market is in developing phase, and people are not much familiar with technology. Customers feel fear for providing debit/credit card information to online retailers. This research proposes a theoretical model in which online trust is used as a mediator among perceived ease of use, perceived usefulness and intention to purchase through mobile devices. In this study Smartphone, cellular phones and tablets with internet connection conceived as mobile devices. Data were collected through questionnaire from the students and employees of different universities in Pakistan and analyzed by partial least squares structural equation modeling (PLS-SEM) method. Results suggest that PEOU have an insignificant effect while PU has a positive effect on online trust and purchase intention through mobile devices. Also, online trust does not mediate between PEOU and purchase Intention through mobile devices while it partially mediates between PU and purchase intention through mobile devices.

Keywords: Electronic Commerce, Online trust, Intention to purchase through mobile devices, Perceived ease of use, perceived usefulness.