摘要：AbstractThis study focuses on the challenges faced by e-retailers in securing sales from the consumer electronics category, by investigating the influence of electronic service quality on consumers’ purchase intentions, with trustworthiness and trust acting as mediators. Empirical findings based on 202 respondents who have purchased consumer electronics online, have shown that trustworthiness and trust play a critical role in mediating the impact of e-service quality on a consumer's purchase intentions. This provides a deeper insight for online retailers to focus on fostering consumer trustworthiness and trust towards the websites in order to increase their purchase intentions.
