Our contribution to concept is an extended model primarily based on ES-QUAL by which total service quality, as measured by the ES-QUAL variables, influences perceived usefulness which in turn influences online shopping continuance. In the context of online looking for bodily merchandise post-pandemic, our findings present that the addition of comfort to the ES-QUAL variables offers more insight. Another novel contribution is the addition of the mediator hedonic motivation. The significance of hedonic motivation across all countries confirms earlier studies (Childers et al., 2001; Liu et al., 2020) which have analyzed the importance of each utilitarian and hedonic motivations. Hedonic motivation was a key influencing variable, mediating the connection of perceived usefulness on continuance intention.
Results confirmed that the variable was not correlated with any of the other variables, thereby validating that frequent methodology bias was not significant inside our pattern. The moderating impact of gender on e-commerce isn’t conclusive. …