Online shopping: The impact of self-efficacy and the moderating role of online trust
Published: July 22, 2026
Abstract
Shopping behavior has always been an interesting topic for researchers in the field of marketing, especially online shopping. This study proposes a research model on the online purchase intention of consumers under the impact of online trust and self-efficacy, and a multi-group analysis based on shopping experience and gender of consumers. The study’s results indicate that online trust and self-efficacy affect the online purchase intention of consumers and confirm the moderating role of shopping experience and gender. This study is expected to contribute some theoretical and practical issues about online shopping.
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