Building trust in digital marketplaces through service quality drivers of satisfaction and purchase intention in Karachi, Pakistan

Abstract

E-commerce has transformed global retailing, yet its success in emerging markets depends on overcoming challenges related to reliability, trust, and responsiveness. This study examines how User Interface Experience (UIE), Perceived Dependability (PD), and Digital Responsiveness (DR) influence Customer Satisfaction (CS) and Purchase Intention (PI) in Pakistan’s e-commerce sector. An integrated model is proposed that links front-end system quality (UIE) with back-end performance dimensions (PD and DR), positioning CS as the mediating mechanism leading to PI. Data from 303 online shoppers in Karachi were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that UIE, PD, and DR significantly influence CS and PI, with CS emerging as the strongest predictor of PI and a partial mediator of the quality–intention relationship. The findings advance theoretical understanding by consolidating overlapping constructs into a unified framework and extending service quality research to an underexplored emerging market context. Practically, the study highlights the importance of user-friendly interfaces, dependable services, and responsive platforms for strengthening consumer confidence and accelerating sustainable e-commerce adoption in Pakistan.