The effect of online deception on behavioral intention towards e-tailers: the mediating role of e-shopping value and e-trust

ABSTRACT

This research aims to establish the impact of online deception and e-security on behavioural intentions towards e-retailers in Saudi Arabia, as well as highlight the mediating effects of online shopping’s perceived value and e-trust. An electronic survey was distributed through email and social media to Saudi consumers, resulting in 216 valid responses from e-shopping adopters. The emergent relationships between the variables were identified, and some managerial implications were proposed. The originality of this work stems from how it tests the impact of perceived online deception and e-security on e-trust, online shopping value, and behavioural intentions. E-trust and online shopping value were positioned, and subsequently verified, as mediators between the proposed dependent and independent variables. The results reveal that trust towards e-retailers plays a mediating role in the relationship between online deception and perceived online shopping value. Furthermore, the indirect impact of trust towards an e-retailer on behavioural intentions is also partially mediated by online shopping’s perceived value.

KEYWORDS:

• Online deception
• E-tailing
• E-shopping value
• E-trust
• E-security

Acknowledgment

The authors extend their appreciation to the Deanship of Graduate Studies and Research at Dar Al Uloom University for funding this work.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.