Determinants of Online Purchasing Behavior in Nanggroe Aceh Darussalam

Abstract

This study aims at identifying the determinants of online purchasing behavior (OP), vis-a vis, attitude (A), unauthorized secondary use (U), internet trustworthiness (T), normative structure (N), and perceived behavior control (P). Each variable is measured using an adapted instrument with 7-point interval scale. Using primary data collection method, 200 questionnaires were distributed to online purchasing customers. This study managed to collect 147 completed questionnaires (73.5%). The data were analyzed using Structural Equation Modeling (SEM. Confirmatory factor analysis of measurement models indicate adequate goodness of fit after a few items were eliminated through modification indices verifications. Goodness of fit for the revised structural model also shows adequate fit thus meeting all requirements in terms of cmindf ratio:1,238; p-value: 0.098; GFI: 0.932; and rmsea;0.040. In the end, this study has established three direct causal effects: (1) attitude and online purchasing behavior; (2) unauthorized secondary use and online purchasing behavior; (3) normative structure and online purchasing behavior; (4) perceived behavior control and online purchasing behavior; (5) Internet trustworthiness and online purchasing behavior. The findings show that perceived behavior control (β=.582, CR=6.656 p=0.000), attitude (β=--.307, CR=-2.781, p=0.005) and internet trustworthiness (β=.527, CR=4.454, p=0.000) have significant relationship with online purchasing behavior while normative structure and unauthorized secondary use have insignificant relationship with online purchasing behavior. The findings are discussed in regards of online customers and its implications to online shopping.