Structural Equation Model of Purchase Intention of Online Shoppers in Digos City

Abstract

This study intended to develop a structural model that characterizes the purchase intention of online shoppers in Digos City. It also sought to investigate whether the exogenous variables composed of attitude towards online shopping, consumer innovativeness and subjective norm have significant causal attribution with purchase intention in the context of online shopping. Descriptive and causal methods were used and primary data were gathered through the use of survey questionnaires distributed to n=200 consumers who have experienced to shop online. In the analysis of the data, weighted mean was used while in the model estimation procedure, structural equation modeling (SEM) was used with six fit indices as guide towards determining the best model of purchase intention of online shoppers. Results revealed a high extent of online shoppers’ attitude towards online shopping, high level of consumer innovativeness and high level of subjective. The overall level purchase intention of online shoppers was found to be high. Structural equation estimation revealed that the best fit model of purchase intention of online shoppers in Digos City is a newly-generated and re-specified model which passed all of the six goodness-of-fit indices, having CMIN/DF less than 3.0, GFI, TLI, CFI greater than 0.90, and RMSEA less than 0.08 with a PCLOSE greater than 0.05.