Article Title

THE IMPACT OF TRUST AND REWARDS ON ONLINE PURCHASING INTENTION: THE MEDIATING ROLE OF ATTITUDES

Authors

Jessica Farhat Tannoury, Faculty of Business Administration, DBA Program, Beirut Arab University, Beirut, LebanonFollow

اسم الباحث باللغة العربية Author(s) (Arabic)

جيسيكا تنوري

Author ORCID Identifier

https://orcid.org/0000-0002-3895-4729

Abstract

This study explores the relationship between trust, rewards, attitudes, and online purchasing intention, with attitudes serving as the mediator variable in the Lebanese context. Using a sample of 400 respondents, a structural equation model (SEM) was employed to test the hypotheses. The results showed a positive and significant relationship between trust and attitudes, as well as between rewards and attitudes. Additionally, attitudes were found to mediate the relationship between both trust and rewards on online purchasing intention. These findings highlight the importance of building trust and offering rewards to enhance consumers' attitudes towards online shopping, which ultimately leads to higher purchasing intention in the Lebanese context.

Keywords

Trust, Rewards, Attitudes, Online Purchasing Intention

Recommended Citation

Tannoury, Jessica Farhat (2023) "THE IMPACT OF TRUST AND REWARDS ON ONLINE PURCHASING INTENTION: THE MEDIATING ROLE OF ATTITUDES," BAU Journal - Society, Culture and Human Behavior: Vol. 5: Iss. 1, Article 14.
DOI: https://doi.org/10.54729/2789-8296.1145