Digital Realm and Online Shopping Intention in Palestine: The Mediation-Moderating Effect of Trust in Online Shopping and Knowledge Persuasion

The rapid growth of the digital economy has changed consumer buying behavior, especially online shopping. Advances in digital infrastructure, payment methods, and logistics have driven global e-commerce expansion exponentially. However, low government confidence creates a high-risk environment that discourages internet shopping. This is especially critical for Palestine because instability and weak consumer protection policies affected online security perceptions. Thus, this study examines how digital realms affect online shoppers’ buying intentions in Westbank Palestinian. The research was conducted by using primary data and survey questionnaires were distributed to 350 online shoppers in the Milliners in the West Bank Palestine. The data collected were analysed using structural equation modelling to test the hypotheses. The study provides findings indicating that green digital marketing practices and e-word of mouth directly influence online purchase intention. The findings of indirect effect also revealed that trust in online shopping mediate the relationship between digital realms and online purchase intention. However, the moderating role of persuasion knowledge does not influence the nexus between digital realms and online purchase intention. Thus, the Palestinian digital space presents vast potential for the growth of e-commerce. Consequently, it is important to bridge trust issues, infrastructural limitations, and regulatory hurdles for improving purchase intention in online shopping. The study suggests the increased use of e-commerce websites in buying is a sign of a new trend in consumer behavior, especially among the new generation. Finally, cybersecurity laws and other regulations must encourage better security against cyber-attacks and must enforce e-commerce consumer protection regulations.