Abstract
This study focuses on the factors influencing the customer purchase trends through online
shopping in presence of moderation of perceived justice. The study fills the gap by integrating
two theories unified theory of acceptance and use of technology (UTAUT2) and perceived
justice theory as underpinning theories. An established questionnaire was used to collect
primary responses from 384 users of online cab booking service. Data have been analyzed
through partial least squares structural equation modeling (PLS-SEM) approach by using Smart
PLS software. Results revealed that from customer’s expectation factors, effort expectancy
(EE), performance expectancy (PE) and perception of trust (PT) has found a substantial impact
on individual’s purchase intention (PI), which further affects perceived behavior (PB). It also
revealed that most important customer’s expectation factors can help the brands to tackle
customer’s mindset. Practically this study also provides a guideline for service sector to train
their frontline employees because in service sector behavior of service deliver personal is most
important factor. This is a rare study which explores the nexus between customer expectation
and e-purchase intention in online cab booking service. It also extends conceptualization of
UTAUT2 with exploring the role of perceived trust and moderation of perceived justice.
Usman Zafar, Rab Nawaz Lodhi, Sajeela Rabbani, Aqeel Ahmad. (2020) Nexus between Customer Expectation and E-Purchase Intention: Exploring the Role of Perceived Justice, KASBIT Business Journal, Volume-13, Issue-2.
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