The research was designed to fill the gap in the existing body of knowledge regarding attitudes toward online shopping and differences in electronic service quality perception between two different geographical and cultural countries. In addition, this research extended previous effort done in an online shopping context by providing evidence that high service quality increase consumers’ trust perception, which in turn results in favorable attitude toward online shopping, with risk perception moderating the impact on consumer’s trust. Cluster random sampling was used to select respondents with previous online shopping experience. Correlation and hierarchical regression was used to analyze the direct and indirect relationship between service quality, risk, trust and attitude, while t-test was used to compare the two cultures in e-service quality perception. The present study demonstrates that e-service quality is affected by consumer’s culture. This research also provides evidence that trust in Internet shopping is built on high service quality. Notably, risk moderates the effect of e-service quality on trust toward online retailer. Finally, the research highlights the significant effect of trust on the attitude towards online shopping
