Online purchasing is a valuable opportunity for the new generation in Pakistan. The use of the internet and smartphones is rapidly increasing day by day due to several reasons one of them is emergencies in COVID-19. However, recently the majority of consumers prefer the traditional way of purchasing goods and services instead of online shopping. Hence, numerous studies identified that there is a lack of trust and security in online shopping in the perception of customers. Therefore, the scholar aims to investigate the role of e-trust in the relationship between website quality and e-customer satisfaction in online shopping. The quantitative research technique, the judgmental sampling technique, and the adopted questionnaire are used for the data collection from e-consumer. The findings of the study indicated that through the mediating effect of e-trust, website quality has a significant impact on e-customer satisfaction. Besides, e-trust serves as a primary mediating factor between website quality and e-customer satisfaction. To satisfy the shopper in online purchasing through websites, the development of trust is the crucial factor because of cybercrimes that harm the e- consumers.
Keywords: Website Quality, E-customer Trust, E-customer Satisfaction.