Abstract
Previous research identified several factors influencing online purchase intention. However, the impact was controlled by some moderators. The aim of this study is to investigate the moderating role of shopping orientations on the impact of influencing factors on online purchase intention. These relationships were examined via an online survey of 394 customers in Ho Chi Minh City. By analyzing research model and hypotheses with MSEM method, the result identified that three out of four antecedents in the research model did not have significant direct impact on purchase intention but indirectly through the mediator of trust, in which social influence had the most robust effect, followed by product description and delivery service quality. Perceived risk had a negative effect on trust and purchase intention. The moderator analysis result also revealed both key shopping orientations (utilitarian and hedonic) significantly reduced the influencing level of trust on purchase intention. Based on the results, the research has significantly contributed to marketing literature by determining the moderating role of shopping orientations as well as drawn out management implications in order to build up consumers’ trust and then to enhance online shopping intention.
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