Moderator-moderator: Digital coupon sales promotion, online reviews, website design, and the online shopping intention of consumers in Jordan

This paper examines how consumers? online shopping intention in Jordan is shaped by website design, online reviews and digital coupon sales promotion. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study proposes a model in which website design directly affects online shopping intention and online reviews, while online reviews influence online shopping intention and are further strengthened by digital coupon sales promotion. Survey data were collected from 225 consumers in Jordan and analysed using SmartPLS-based partial least squares structural equation modelling (PLS-SEM). The results indicate that online shopping intention is positively affected by both website design and online reviews. In addition, online reviews significantly moderate the relationship between website design and online shopping intention, and digital coupon sales promotion moderates the relationship between online reviews and online shopping intention. The findings provide practical guidance for digital marketers to design attractive websites, encourage favourable online reviews and use digital coupons to increase consumers? intention to shop online.