Mediating Role of Cognitive Skills in Online Shopping: An empirical study in Malaysia using UTAUT 3

The Fourth Industrial Revolution has accelerated digital business transformation, particularly online shopping in Malaysia. This study examines factors influencing customer experience using data from a 55-respondent pilot test. Grounded in the Unified Theory of Acceptance and Use of Technology 3 (UTAUT 3) framework, it examines the roles of performance expectancy, effort expectancy, and cognitive skills as a mediating variable. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis reveals significant influences of performance and effort expectancy, mediated by cognitive skills, providing valuable insights for optimizing e-commerce in Malaysia’s growing digital economy.