Thirdparty recognition, perceived product related risk, and perceived ease of use among online consumer trust: The moderating role of internet experience

To investigate impact of perceived ease of use, third-party assurance seal and financial risk on online consumer trust, is the primary goal of this research. This impact is investigated through the moderating influence of internet experience. The data was collected from 307 students from three universities namely UUM, UniMap and USM. This study employed Partial Least Squares Structural equation modeling (PLS-SEM) as the major analysis technique, as PLS SEM is comparatively new analytical technique in construction. Before testing the model, systematic procedures to find the validity and reliability of the outer model were followed as it is the standard of SEM data analysis reporting. As the measurement model has been termed as valid and reliable, it further tests the hypothesized relationships. Prior to examining the hypothesized relationships, the predictive authority of the model was observed and described the goodness and verification of the overall model. After that, the structural model was analyzed and the results were reported in details. As shown in Table 4.10, the hypotheses of H₁, H₃, and H₄, were statistically confirmed with the findings of the study while H2 was not assisted. Similarly, hypotheses of moderation effect, H₅, and H₇ were also not supported whereas H₆ was supported according to the method of Baron and Kenny (1986). The study concludes with some recommendations that can be used to guide the online retailers in managing their stores' service quality and loyalt