Consumer Online Purchase Intention Research Articles

Consumer Trust and Online Purchase Intention for Sustainable Products

With the global market for eco-friendly products expected to reach $2.4 trillion by 2025, the sustainable products industry is poised to play a significant role in the transition to a more sustainable future. Similarly, the industry of sustainable products that are sold online is growing rapidly as consumers become more aware of the environmental and social impacts of their purchases. As a result, e-commerce companies make an effort to investigate the factors that influence consumer intent to purchase sustainable products online. By doing so, they aim to optimize their operations and better meet the needs of their customers. In this article, we will critically evaluate literature on this topic and explore trust as one of the critical factors that have a significant impact on consumer online purchase intention in the context of sustainable products. This research seeks to understand the determinants of consumer trust in relation to sustainable products that are sold online. The research model is empirically tested through the data of 278 participants. The research findings indicate that perceived risk, perceived security, and perceived privacy predict trust on e-commerce which, in turn, predicts online purchase intention for sustainable products. Consumer trust of sustainable products is also found to moderate the latter relationship.

Analysing consumer online purchase intention in domestic appliance sector : A technology acceptance model approach - An empirical study

In today’s digital era, consumers are increasingly inclined towards purchasing goods online, recognizing the convenience and benefits it offers. However, when it comes to buying domestic appliances online, there still exist concerns related to risk and trust. This study aimed to assess factors influencing consumers’ on-line purchase intention in the domestic appliance sector by employing an extended Technology Acceptance Model (TAM). Primary data was gathered from 212 respondents who have prior experience with online purchases. Exploratory factor analysis using SPSS 25 and regression analysis using Structural Equation Modelling (SEM) were employed to identify key determinants to establish relationships with consumers purchase intention. The factor analysis revealed four significant factors: trust (22.12%), risk (18.04%), perceived ease (16.08%), and perceived usefulness (14.23%), together accounting for 70.47% of the variance. Path analysis using SEM further demonstrated that trust (β = 0.51, p = 0.00) and risk (β = 0.35, p = 0.00) significantly influence consumers’ online purchase intention. By understanding these determinants, practitioners and online sellers of goods can unlock the full potential of online shopping in the domestic appliance sector.

Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model

This study focuses on predicting the online purchase intention of consumers purchasing from e-commerce platforms using an integrated model of the theory of planned behavior (TPB) and extended technology acceptance model (TAM). The results showed that TAM factors, perceived value, and perceived enjoyment had significant effects on attitude toward online purchase, while the TPB inputs, perceived enjoyment, and e-commerce exchange image played strong roles in influencing online purchase intention. The results also showed that perceived enjoyment helped to raise the predictive power of attitude dramatically, while the e-commerce exchange image contributed a high portion to explain online purchase intention variation. The results indicated that the e-commerce trading platforms need to focus on improving their images and on increasing customers’ experience to improve their business performance.

Impact of Employer Branding, Social Media Marketing & EWOM on Consumer Online Purchase Intention with Mediation of Brand Trust

This study aimed to determine the impact of social media marketing on brand trust and online purchase intention, to determine if social media marketing and electronic word of mouth undoubtedly help customers get more and more information about the product or brand more than the conventional means i.e. word of mouth, to determine the impact of brand trust on online purchase intention as well to know the consumer's assurance in purchasing products online. The research design employed in this study is causal research, aimed at understanding the behaviour of social media users. To gather data for the study, social media platforms served as the data collection channels. A total of 219 respondents participated in an online questionnaire, and the structural equation modelling (SEM) technique was utilized to track the hypothesized causal relationships. The outcomes of this study identify that consumers exhibit more trust in social media marketing compared to social EWOM. As a result, it is advisable to prioritize hypotheses that garnered acceptance and appear more viable and dependable for generating online purchase intentions. It's important to note that this research is confined to the apparel industry, with data primarily collected from urban areas due to their higher levels of literacy, awareness, fashion sense, technology use, and income compared to rural areas, where social media device usage is limited.

Determinants of consumers’ purchase intention on digital business model platform: evidence from Ethiopia using partial least square structural equation model (PLS-SEM) technique

Online digital market platform business model designers, marketers, and retailers can further expand their marketing strategies to draw in and keep customers to gain a competitive edge globally if they are aware of the elements influencing consumers' purchasing intentions. The purpose of this research is to identify the crucial variables impacting Addis Ababa University, Graduating Engineering Students’ desire to purchase on online digital market platforms, and narrow the research gap on determinants of online purchase intention of Ethiopian consumers. This study adopted a descriptive and inferential survey design, epistemology assumption, and employed the positivism research philosophy approach to test the research hypotheses. The primary study technique used to collect relevant data was a closed-ended 5-point Likert scale questionnaire. The information was gathered from 100 Ethiopian, Addis Ababa University, graduating engineering students. With the use of SPSS version 23 and SmartPLS version 3.0 software, the data were examined using descriptive statistics and the inferential partial least square structural equation modeling (PLS-SEM) technique. The results of this study highlighted five useful decision-making elements that have an impact on the selected consumers' intention to buy on online digital market platforms including Website Design, Perceived Usefulness, Perceived Ease of Use, Trust, and Subjective Norms. The Practical Implication of this research is that with a clear understanding of the key determinants of consumers’ purchase intention on online digital market platforms; manufacturers, online marketers, and retailers can create effective market strategies, enhance technology, and make smart marketing choices that will help them gain global competitive advantage. This study is unique in that it uses a new conceptual research framework and the partial least square structural equation modeling (PLS-SEM) technique to analyze relationships between determinant variables and consumers’ intention to purchase on online digital market platforms. The major finding of this research provides empirical evidence towards the key determinant variables of consumers’ purchase intention on online digital market platforms. The small sample size is one of the limitations to generalize the finding of this research. Future studies should focus on enlarging the sample size and assessing more determinant variables to get a generalizable result.

Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study

Social networking influencers are those who use images, videos, and other updates on social media platforms to affect consumers’ impressions of a company or product. The purpose of this study is to assess the present status of social networking sites and the online purchase intentions of consumers. This research paper is an attempt to identify the effect of various attributes of social networking that influence credibility and brand image, eventually leading to the purchase intention of consumers in Delhi NCR (National Capital Region), India. The data were collected using Google Forms via an online questionnaire with a sample size of 262 respondents. A convenient sampling technique was used; structure equation modeling (SEM), convergent and discriminant validity, and model fitness were achieved through Smart PLS 3. This study’s findings reveal that expertise, information quality, and trustworthiness have significant positive effects on credibility and brand image, as well as a significant positive indirect effect on online purchase intention. Other factors, such as entertainment, attractiveness, and likability, have no significant effect on credibility and brand image. The credibility of social networking and brand image mediate the positive relationship between information quality, expertise, trustworthiness, and consumer online purchase intention. On the other hand, the credibility of social networking and brand image mediate the lack of a positive relationship between likability, attractiveness, entertainment, and consumer online purchase intention.

Consumer intention toward online grocery shopping during the post-pandemic (Covid-19)

Purpose: The study investigates the factors that influence consumers’ online grocery purchase intention during the post-pandemic of Covid-19 in Sri Lanka.
 Design/methodology/approach: Primary data was collected using a pre-tested structured questionnaire. Data was gathered based on 5 variables and the Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were applied to analyze the empirical data of 200 respondents. And twenty-five indicators were used to measure the five variables. Further, the study uses Statistical Package for the Social Sciences (SPSS 25) and Analysis of Moment Structures (AMOS 26) to conduct the analysis. 
 Findings: The study found significant factors that affect consumers’ online grocery purchase intention. The results revealed that Perceived Ease of Use and Perceived Usefulness have a positive and significant impact on the online Purchase Intention of consumers while Perceived Risk represents a negative and insignificant effect on the online grocery purchase intention of consumers. Further, Hedonic Motivation did not affect the online purchase intention of consumers.
 Originality: This study represents the online grocery purchase intention among consumers by investigating consumer behavior during and after the Covid-19 pandemic by using the technology acceptance model as a guiding theory.
 Implications: The research is based on the expansion of the Technology Acceptance Model (TAM). Besides, the variable “perceived risk” is added to identify the factors that affect consumers’ online shopping intentions. The study confirmed the significant influence of perceived usefulness, perceived ease of use, and hedonic motivation on the continuance usage of online grocery purchasing during the post-pandemic of Covid-19. Moreover, online retailers should improve their online platforms to address the consumers’ increasing demand for online grocery purchasing.
 Keywords: Online grocery shopping, Post pandemic, Structural equation modeling, Technology acceptance model

Factors Influencing Consumer Online Purchase Intentions of Fashion Products on the Cross-Border E-Commerce

The cross-border e-commerce is expanding more than ever, however, despite its notable share in the e-commerce market, there is little attention on the studies of B2C cross-border e-commerce. There is also limited research that examines the factors that influence consumers to purchase on cross-border e-commerce although there is quite a number of past research that investigates consumers' intention to purchase online. On the other hand, e-commerce fashion is absolutely evolving at a fast pace. What worked two years ago may no longer be relevant due to changing consumer preferences and perceptions. Hence, it is crucial to examine the fashion market and investigate the importance of consumers’ perceived values that may influence consumers’ purchase intentions. Following this, 113 data sets from Malaysians living in Klang Valley could be obtained through online surveys. The data was then analysed to identify the relationship between the variables by using multiple linear regression via SPSS. It can be concluded that hedonic value and social value have a significant relationship with purchase intention. However, there is no significant relationship between utilitarian value and purchase intention. Global managers and marketing professionals who want to increase consumers' propensity for online shopping should consider whether their messages to consumers, the variety of products and brands offered, marketing strategies, and pricing should be more utilitarian or hedonistic in nature. Additionally, managers need to create suitable initiatives to motivate the kinds of value perceptions in consumers that will significantly boost their propensity for cross-border online shopping.

Pengaruh Persepsi Kepercayaan, Persepsi Risiko, dan Persepsi Kemudahan Penggunaan terhadap Niat Pembelian secara Online pada Konsumen di Kota Bengkulu

The purpose of this study was to determine the effect of perceived trust, perceived risk, and perceived ease of use on online purchase intentions on consumers in Bengkulu City. This research was conducted on consumers in Bengkulu City. The population of this research is consumers in Bengkulu City, while the sample of this research is Bengkulu City community totaling 170 people. Data collection techniques using observation, interviews, questionnaires. Data Analysis Techniques using Descriptive Analysis, Inferential Analysis It can be concluded that all variables Perception of Trust, Perception of Risk, and Perception of Ease of Use partially or simultaneously affect the Online Purchase Intention of Consumers in Bengkulu City.

Browsing or buying: A serial mediation analysis of consumer's online purchase intentions in times of COVID-19 pandemic.

The role of digitization and globalization have changed consumers' online buying behaviors, specifically in the times of the COVID-19 pandemic crisis. This seriously influences the online retail industry in developing countries that are already struggling to move toward digital trading through e-business. Pakistan being a developing country is no exception, and it is, therefore, pertinent to examine factors that contribute to digital trading. Employing theories of reasoned action and the technology acceptance model, this study aims to investigate how personal innovativeness and perceived usefulness impact consumers' online purchase intentions through a serial mediational model. The data were collected through an online survey from 410 respondents. Structural Equation Modeling (SEM) was used to test the proposed model. This study showed significant results for the direct effect of personal innovativeness and perceived usefulness on online purchase intentions as well as the indirect serial effect via internet browsing and attitude toward online purchasing. The study results have some important practical implications for selling firms, especially in the times of COVID-19. The study suggests that online retailers should be more responsive to the aforementioned factors to facilitate consumers to spend more time browsing, which influences consumers' interest and intention to make online purchases. As the social distancing and lockdown approaches were implemented in Pakistan and other parts of the world, the trend toward online purchases has increased. Due to this shift in the overall purchasing behavior of consumers and the potential for strong growth in e-commerce, organizations need to consider the post-COVID situation to expand their business in an online platform for addressing the future pandemic crisis.

Motivations and Social Media Influencing Online Purchase Intention in India

The purpose of the study is to examine the influence of hedonic and utilitarian motivation on Indian consumer's online purchase intention. Second, this study tried to explore if social media mediates the influence of hedonic and utilitarian motivation on online purchase intention. A sample of 282 valid online buyers were collected who intentionally involved in online shopping for the last one year. Structural equation modelling is used to analyse data and to examine the research hypotheses. Results of the study revealed that utilitarian and hedonic motivation positively influenced online purchase intention (β= +0.26, p=.03 & β= +0.03, p=.643). This study also indicated that hedonic and utilitarian motivation has significant positive relationship with social media (β= +0.28, p=***), (β= +0.45, p=***). The current research model will give fresh insights of understanding of consumer's motivation and role of social media in online purchase intention. Research implications, limitations, and scope of research are discussed.

Analyzing the mediating effect of consumer online purchase intention in online shopping of domestic appliances

The advancement of technology along with the unprecedented situation like Covid-19 has brought a big revolution in the e-commerce industry. The consumer finds ease in shopping domestic appliances online as compared to traditional shopping. The present study is being conducted to investigate the factors that influence customers’ online purchasing intentions (COPI) whereby trust (TT), perceived use and usefulness (PEUU), e-service quality (ESQL), perceived behavior control (PBC), subjective norms (SNM) and consumer online shopping behavior (COSB) were analyzed. A questionnaire was utilised as a survey tool to collect data from 383 respondents using a quantitative methodology. The data were examined using structural equation modelling (SEM) to test the hypothesis, fit the model, and determine the relationship between the variables evaluated. The analysis concluded that consumer online purchase intention (COPI) acts as a mediator between the independent variables (TT, PEUU, ESQL, PBC, SNM) and the dependent variable consumer online shopping behavior (COSB). According to the findings, perceived use and usefulness (PEUU) had a negative influence on purchase intention and behaviour, but consumer online purchase intention had a substantial effect on consumer online purchasing behaviour. The study provides scope and new avenues for future research. In addition to this, it also provides the platform for other researchers to target a specific age, gender, education, or marital status to design a new pattern of online shopping.

The impact of website quality on customer satisfaction and eWOM in online purchase intention: The moderating role of gender in risk-taking.

Recently, social media marketing has become one of the most significant growth channels for many businesses. However, many companies are still unclear about using social media marketing to their advantage, particularly in an e-commerce environment. In this background, this study examines the effect of website quality, consumer satisfaction, and eWOM on online purchase intention. An online survey was conducted with 789 online Chinese shoppers from four cities—Harbin, Shenyang, Guangzhou, and Shenzhen. Structural equation modeling (SEM) was used to analyze the hypotheses. The findings show that each variable had a high impact on eWOM with website quality (information quality, system quality, and service quality), which in turn positively increased consumer online purchase intentions in China's e-commerce business. Additionally, findings show a significant gender gap in online shopping behavior. This novel research provides several managerial guidelines that support managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations.

A Conceptual Framework to Study Effective Short-Video Platform Advertising on Chinese Generation Y Consumer Online Purchase Intention

The millennial generation is highly linked to modern media, has unfettered access to the Internet to gather vital information and enjoys online shopping. Generation Y consumes information to fulfil the fundamental needs of commodities. An effective short-video advertising strategy should optimize the capabilities of online platforms to guarantee that consumers will see the adverts as relevant, significant, and valuable when they view them. The purpose of this study was to establish a model to assist marketers, advertisers, and short-video platform operators in creating more effective short-video commercials to influence the online buy intentions of varied Chinese consumers. It is suggested that understanding the link between bandwagon indicators, such as popularity rankings, in-app purchase sales volume, and advertising is essential for making the best marketing decisions. In addition, bandwagon perception is important for boosting the perceived advertising value and buying intent through mediating advertising value.

The Impact of Country of Origin, Trust, and Satisfaction on Online Purchase Intention in Emerging Markets: An Indian Perspective

This study investigates consumer online purchase intentions in emerging markets by focusing on the impact of country of origin (COO), trust, and satisfaction. The findings emanate from an analysis of the online survey completed by 987 Indian online shoppers. The partial least squares structural equation modeling (PLS-SEM) on SmartPLS was used for analyzing the data. The results indicate that COO plays a vital role in influencing online purchase intentions with the mediating effect of trust and satisfaction. The study finds that COO cues enhance consumer trust and satisfaction, thereby leading to purchase intention. The results indicate that online retailers operating in India, originating either from India or developed countries like the USA should use their country brand to build popularity. Furthermore, this study helps to understand the influence of COO on online purchase intentions in an emerging market like India more comprehensively.

Digital marketing, online trust and online purchase intention of e-commerce customers: Mediating the role of customer relationship management

In the digitalization era, e-commerce plays a crucial role in the economy, followed by the internet and smartphone technology. Also, it has a positive effect on humankind. Indonesia has reported the highest e-commerce adoption in the world. However, limited previous studies utilize customer relationship management (CRM) as a mediator in influencing online purchase intention. The present study seeks to analyze the mediating role of CRM in the relationship of digital marketing and online trust on the online purchase intention of e-commerce customers in Banda Aceh city, Aceh province, Indonesia. This study involved all the customers of e-commerce companies in Banda Aceh City. The sample was determined by using a rule of thumb. A total of 150 respondents participated and were collected using purposive sampling. The results indicated that Digital Marketing and Online Trust have a significant positive relationship with CRM. Also, Digital Marketing and CRM have a significant relationship with online purchase intention. Unfortunately, Online trust does not significantly affect online consumer purchase intention. In addition, the CRM mediates the relationship of digital marketing and online trust towards the online purchase intention of e-commerce consumers in Banda Aceh, Aceh Province, Indonesia. This study concludes that CRM plays a role as a mediator in the relationship of the studied variables on the online purchase intention of e-commerce consumers. Also, this study has successfully analyzed the factors that influence online purchase intention and proved the role of CRM.

Factors affecting online purchase intention of consumers: a comparative approach between China and Uzbekistan

The purpose of this study was to examine factors that encourage purchase intentions of Chinese and Uzbekistan online consumers. Using comparative approach, three primary objectives were studied on exploring the relationship of subjective (individual demands and consumers' attitude) and objective (price, quality and website credibility) factors and online purchase intentions. This study showed differences between Chinese and Uzbek consumers regarding factors influencing their online purchase intentions and analyses the importance of online selling purchase intentions for further decision-making in the online trading field. Focus group interviews and a questionnaire survey carried out in Hangzhou, China, and Tashkent city, Uzbekistan. For Chinese consumers, the study revealed that the subjective factor was not relevant in affecting the Chinese consumers' online purchase intention and behaviour. The objective factors including price, product quality and web trust were found significant in affecting both Chinese and Uzbek consumers' online purchase intention.

Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic

E-commerce industry has witnessed a phenomenal growth globally due to the sudden spread of the COVID-19 pandemic and the advancement of mobile Internet technology, with fast adaption of online shopping technologies by the customers. Previously, online shopping was only available in a few product categories and to a select group of consumers. The COVID-19 guidelines related to safety, physical distancing, closure, lockdown, and other restrictions have insisted that consumers shop online. Because of e-commerce growth, the grocery (FMCG) industry is also equipped with advanced technologies such as the Internet of Things (IoT), cloud computing, and block chain technology. This paper analyzes the UTAUT2 model and its influence on perceived risk and consumer trust in online purchase intention of grocery categories of products among Indian customers. We tried to analyze the growth potential of new technologies in grocery retail and formulated the hypotheses. The results showed that the spread of COVID-19 pandemic had a significant influence on the online shopping behavior of Indian customers. The outcome of the study partly assists businesses in understanding the impact of the factors of consumer adaption of technology, perceived risk associated with online transaction, consumer trust in online technologies and consumer online purchase intention of grocery products. To promote e-commerce in India, the current study suggests that marketers should try to develop consumer trust and lowering the perceived risk associated with online shopping. Some management implications and future area of study based on empirical findings are also highlighted in the present research work.

Non-Muslim Consumers Online Purchase Intention towards Halal Food in Manila

The purpose of this paper is to determine and investigate the online purchase intention among Filipino non-Muslim consumers towards Halal food. The fact could be explained by the increased number of consumers who were ready to purchase Halal products. Aside from Muslims, who expends Halal products due to devout obligations, it is understood that non-Muslims have also started eating halal food. Utilizing multiple regression analysis, four models were tested and perceived risk, trust and confidence, website design quality, and online shopping enjoyment have been explored in this study to investigate the influence of Halal food towards online purchase intention among non-Muslim consumers using quantitative research method. Perceived Risk has been identified to be the most significant in predicting factors in an online purchase intention of Halal food. Furthermore, future studies are suggested to include additional variables such as consumers’ habits and knowledge of halal food

Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships.

This research focuses on students' online purchase intentions in Pakistan toward different products available for sale on numerous e-business websites. This study's main objective is to determine which methodology is better to enhance customer online purchase intention. It also aims to discover how to improve perceived benefits and lower perceived risks associated with any available online product and entrepreneurship. AMOS 24 has been used to deal with the mediation in study design with bootstrap methodology. The study was conducted on 250 students from different educational institutes in Pakistan using a simple random sampling technique. A finding of this study suggests that both methods positively impact online purchase intention of consumers and sustainable digital economy. But social media advertisement is more effective through enhancing the perceived benefits of products. In contrast, product content factors are more effective at lowering the perceived risks associated with available online products.