Purpose: This research contributes towards the development of Electronic Commerce Literature in two ways that are: in the first phase it focuses upon the influence of usefulness, ease of use, electronic mouth of words, trust on online shopping, in the second phase it tested the effect of online experience as a moderation on the relationship between trust and attitude towards online shopping in the context of Jordan. Design/methodology/approach: The structural model was assessed using PLS bootstrapping procedures. The hypotheses were assessed based on path coefficients and their significance level. Hypotheses H1, H2, H3, H4 and H5 were assessed based on the baseline model. Meanwhile, hypothesis H6 was assessed based on the moderated model. Findings: The results revealed that the relationship between ewom and trust was positive and significant, providing empirical support for hypothesis H1. Similarly, the relationship between ease of use and trust was positive and significant therefore providing support for hypothesis H2. Contrary to the expectation of hypothesis H3, the results also indicated that the relationship between usefulness and trust was at the opposite direction and not significant, thereby hypothesis H3 was rejected. The results also revealed that the relationship between trust and online purchasing was positive and significant providing empirical support for hypothesis H4. The moderated model was designed to estimate the moderating effect of online experience on the relationship between trust and online purchasing as stated in hypothesis H5. The results indicated that H5 was rejected. The result are discussed in line with the previous literature and the limitations and future research areas were discussed too. Originality/value: This study contributes to the literature on the adoption of online shopping by the consumers of developing countries. In addition, this paper examines the effect of E-WOM, trust, usefulness, and ease of use on online shopping via websites with the moderating role of online experience.
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