Tehreem Fatima

Academic

Verbatim text

Effects of perceived system quality, service quality and privacy on purchase intention: The mediating role of trust & moderating roles of psychological and performance risks.

Online shopping by an individual is dependent upon his/her purchase intention towards a specific brand or product. The focus of this study is to analyze how several different factors affect the purchase intentions of an individual. The several factors that come into play are system quality of a website, service quality and privacy. Moreover, the purpose of this study would be how these particular factors are driven by the sense of trust building. Trust is developed when the risk between two factors is close to bare minimum, which develops the need for us to study how performance and psychological risks play a role in the trust building process which could lead to a positive purchase intention towards a product or a brand.

Objectives:
1. To analyze the impact of perceived system quality, service quality and privacy on purchase intention when the mediating role is played by trust and moderating role being played by psychological and performance risk.
2. To understand how trust is the key driving factor in the development of purchase intention.
3. To understand how psychological and performance risk affect the purchase intention by playing the moderating role.
4. To understand the collective effects of moderator and mediator on purchase intention.

Supervisor: Sir Atif Bilal
Area of Study: Marketing
Supervisor Name: Mr. Atif Bilal
Group Members:
Tehreem Fatima (i19-0031)

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