This book is designed to fill the gap in the existing body of knowledge regarding attitudes and differences in electronic service quality perception between two different geographical and cultural countries—Malaysia and Saudi Arabia, regarding online shopping. Specifically, it extends previous effort done in an online shopping context by providing evidence that high service quality increases consumers’ trust perception, which in turn results in favorable attitude toward online shopping, with risk perception moderating the impact on consumer’s trust. The book indicates differences between Saudis and Malaysians in e-service quality perception. Also attitude toward online shopping is affected by e-service quality perception, but it had mediated effects through trust. However perceived risk moderates the relationship between e-service quality and trust. The book provides practical suggestions for managers on how to develop consumer trust online and enhance purchase attitude even when customers have high risk perception. The book may be useful for e-commerce players, managers and researchers having interest in the subject.
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