Title: The psychology of online shopping: how past failures can affect future intentions

Authors: Amjad Ur Rehman; Asif Mahmood; Shahid Bahsir; Mazhar Iqbal

Addresses: Al-Qadir University Project Trust, Jhelum, 49230, Pakistan ' Department of Innovation and Technology Management, Arabian Gulf University, Manama, Kingdom of Bahrain ' Business School, Tecnológico de Monterrey, Mexico ' School of Management, University of Innsbruck, Austria

Abstract: In today's competitive global environment, it is crucial to understand customers' online buying behaviour, especially in emerging nations. This study examines the relationship between online shopping drivers (OSDs), which includes (performance expectancy, effort expectancy, social influence and facilitating conditions) and online shopping intention (OSI) by introducing personal failure as a moderator. Data from 361 developing country customers (Pakistani internet shoppers) collected through judgemental sampling were analysed using SmartPLS. The results highlight effort expectancy's contribution to OSI and the moderating role of personal failure between social influence and OSI. This study pioneers the exploration of personal failure's significance as a moderator within the unified theory of acceptance and use of technology (UTAUT) framework. This research contributes to theory expansion and practical insights for enhancing e-commerce effectiveness, considering the impact of personal failure in the relationship between OSDs and OSI.

Keywords: online shopping drivers; OSDs; online shopping intention; OSI; personal failure; e-retailing; electronic retailing; UTAUT.

DOI: 10.1504/IJEMR.2026.154008

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.4, pp.472 - 498

Received: 06 Aug 2023
Accepted: 06 Sep 2023
Published online: 10 Jun 2026 *

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