Abstract
In the online environment, lack of interaction among the buyers and the sellers further establishes that it is essential to understand the antecedents of online purchase intention. This study theorises a conceptual model to establish the relationship of online purchase intention with the antecedents of online purchase intention in the United Arab Emirates (UAE) market. The outcomes of the study are helpful to the online marketers to design a better marketing strategy to influence the online purchase intention of the online customers. The selected constructs borrowed from the literature have been used for data collection from Emirati consumers. Survey data from 478 Emirati consumers have been used to validate the conceptual model by using the factor analysis and multiple regression analysis. The study validates a conceptual model to establish the relationship among the antecedents of online purchase intention with the online purchase intention. The study has found out that brand orientation, prior online purchase experience, impulse purchase orientation, quality orientation and online trust have a significant influence on the online purchase intention. However, brand orientation does not have a significant influence on the online purchase intention.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Islamic Marketing and Branding
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
