The moderating effect of system quality on the relationship between customer satisfaction and purchase intention : PLS-SEM & fsQCA approaches

The study aims to understand the antecedents of customer behaviour that lead to high purchase intention, encompassing moderating role of system quality to achieve purchase intention. Theoretically, this research employs the technology acceptance model to examine the proposed relationship and complexity theory to employ fuzzy-set qualitative comparative analysis (fsQCA) as a robust complementary method to the partial least squares-structural equation model (PLS-SEM). The proposed conceptual model is measured using data gathered from online customers in Bangladesh's electronic market. A survey of 311 e-commerce customers, using PLS-SEM and fsQCA models, reveals that the antecedents of the customer behavioural practices are highly correlated to achieving purchase intention. The findings from PLS-SEM show that perceived enjoyment and perceived ease of use are highly supported by purchase intention. Similarly, system quality influences purchase intention and acts as a moderator. In the fsQCA analysis, hedonic motivation and perceived enjoyment are necessary conditions to achieve a high purchase intention. The hybrid models add the methodological contribution by combining both symmetric and asymmetric relationships, thereby providing a holistic understanding of system quality as a moderating factor to achieve high purchase intention, especially in the context of the e-commerce market in Bangladesh. This research outlines implications for the theoretical and managerial perspectives to build a better relationship between factors of satisfaction and purchase intention and enable policymakers to contribute better managerial decisions.