Does Online Ratings Matter? An Integrated Framework to Explain Gratifications Needed for Continuance Shopping Intention in Pakistan

Due to the phenomenal growth of e-commerce, online shopping has recently become a worldwide trend. This fosters many platforms enter into Asian emerging markets, which evolves need understand decision-making processes in this particular context. Addressing gap, our study initialized an integrated framework based on Uses and Gratification theory Cognitive–Affect–Behavior paradigm examine impact gratification elements customer satisfaction convenience enforcing continuance intention. Moreover, we also conceptualize moderating role ratings study. In total, 317 valid questionnaires from Pakistani shoppers were incorporated statistically test model using Structural Equation Modeling (SEM) approach Amos. Besides, results confirm positive layout functionality convenience, while PEEIM been found insignificant. Furthermore, are be imperative predictors Our findings exhibit that high level rating strengthens direct effect Theoretical practical implications for future scholars e-commerce discussed.