Online Purchase Intention Research Articles

Digital consumerism in times of crisis: exploring the shift in online shopping behaviour

PurposeThis research delves into consumer online shopping behaviour during the different phases of the COVID-19 pandemic, utilising the Theory of Planned Behaviour and the Behavioural Inhibition System.Design/methodology/approachA unique and comprehensive repeated cross-sectional methodology was meticulously employed, capturing the nuances of consumer online shopping behaviour across three distinct phases of the pandemic: the initial phase following the outbreak of COVID-19, the transition phase marked by the relaxation of restrictions, and the adaptation phase as society moved towards a new normal. The study involved a sample of 1,155 participants. Structural equation modelling was used to analyse the effects of behavioural attitudes, subjective norms, perceived behavioural control, and the moderating role of pandemic-induced consumer anxiety on online purchase intention.FindingsThe impact of behavioural attitudes on online purchase intentions increased continuously from the initial phase to the adaptation phase. In contrast, the influence of subjective norms on online shopping intentions gradually declined over the same period. During the early stages of the pandemic, consumer anxiety amplified the influence of personal attitudes towards online shopping while diminishing the impact of social pressures on the same behaviour.Originality/valueThis study’s originality lies in its nuanced analysis of how online purchase intentions evolved across different stages of the COVID-19 pandemic, integrating insights from both the Theory of Planned Behaviour and the Behavioural Inhibition System. The study offers a comprehensive understanding of the shifts in consumer behaviour over time. It enables more strategic and proactive marketing tactics in a changing environment.

A Study of Hakka Image Emotion , Hakka Product Attitude and Online Purchase Psychological willingness

Hakka image is composed of pictures and words that are related to Hakka culture, which communicates with people via the Internet 24/7. The interconnection between Hakka culture and industry has developed products that represent Hakka culture employing Hakka image; hence, Hakka products continue to show the symbolic characteristics of Hakka culture. According to the Theory of Reasoned Action and Hakka imagery emotions, this study explores Internet young users’ Hakka product attitude and online purchase intention. The research object is a representative Hakka cultural and creative product in Taiwan. Data were collected from 176 respondents from social networking sites. A Structural Equation Model (SEM) analysis shows that the second-order model is better than the first-order model. The dimension of “Hakka retro” of Hakka image emotion significantly affected the Hakka product attitude; meanwhile, “Hakka retro” significantly affected the online purchase intention. The SEM model explains the variance in Hakka product attitude (62.9%), and online purchase intention (62.5%). Overall, the Hakka industry should keep optimizing the Hakka image of the website, move consumers' emotions through the Hakka images, and enhance the positive attitude toward Hakka products and online purchase intention. The conclusion of this research can be used as a reference for managers and theoretical researchers.

What Drives or Decelerates Generation Z? An Empirical Study Navigating Consumer Buying Intentions in Online Shopping

This study provides a comprehensive exploration of factors impacting the online buying intentions of Generation Z consumers by studying perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Furthermore, the study augments the Technology Acceptance Model (TAM), which can assist in formulating marketing strategies for online marketers and companies to enrich their online shopping platforms and entice more Generation Z consumers. This study employed a quantitative research approach to explore how perceived risk, perceived usefulness and perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers impact online buying intentions among Generation Z consumers. The data were collected employing a 5-point Likert scale questionnaire and analyzed using the SmartPLS software. Generation Z consumers’ online buying intentions are directly impacted by perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Applying these factors, the TAM model augmented the theoretical understanding of the online buying intentions of Generation Z consumers in the Indian context. Companies and marketers can employ the study’s insights to develop targeted online marketing campaigns that cater to the manifold needs of Generation Z consumers. The study furnishes a theoretical perspective of the intricate interplay of factors impacting consumers’ online buying intentions. The study on Generation Z consumers’ online buying intentions had several limitations, including a small sample size, quantitative technique, and geographical context limited to India.

Social Media Influencers as Catalysts A Study on Parasocial Relationships and their Impact on Shaping Online Buying Intentions and Behaviors

Social Media Influencers as Catalysts A Study on Parasocial Relationships and their Impact on Shaping Online Buying Intentions and Behaviors

Augmented Reality Versus Web-Based Shopping: How Does AR Improve User Experience and Online Purchase Intention

Augmented Reality (AR) is an appropriate technology that allows users to place virtual products in their physical environment (e.g., a piece of furniture), helping them visualize the products before making a purchase. The objective of this study was to examine the comparison between AR mode and web-based mode in online shopping and the impact of six underlying mechanisms, which we have named AR attributes (interactivity, information, enjoyment, novelty, vividness, intrusiveness), on user experience and online purchase intention. To achieve this, two distinct electronic questionnaires were developed. The first group focused on the web-based mode, and 204 individuals who utilized the IKEA website participated. The second group focused on AR mode and 206 individuals who utilized the IKEA Place app participated. The collected data underwent analysis using structured equation modeling and multi-group analysis techniques, enabling a comparative evaluation of questionnaire outcomes. The comparison of the two modes revealed that when participants use the AR mode, interactivity and novelty have a positive and significant impact, while intrusiveness has a negative and significant impact on user experience and online purchase intention. It is important to note that this research was conducted in a developing country, and understanding people's shopping behavior and habits in such a context can unveil new aspects of the adoption of emerging technologies. These results have significant implications for retailers concerning the practical implementation of AR technology in developing countries, providing insights into its potential to enhance user experience and drive online purchase intentions.

The Implementation of AI and Immersive Technology in E-Commerce: The Role of Customer Engagement as a Mediating Variable

The headway of information and communication technology has led to significant changes in various industries, particularly in e-commerce. The integration of artificial intelligence (AI) and immersive technologies such as augmented reality (AR) and virtual reality (VR) has created new opportunities for e-commerce to improve customer experiences. This study analyzes the effects of implementing AI and immersive technology in e-commerce, focusing on customer engagement as a mediating factor. A sample of 99 participants was examined and analyzed using PLS-SEM by SmartPLS 4 software, and the findings indicate that AI and immersive technology have a positive, significant impact on online purchase intention. Customer engagement cannot mediate the relationship between artificial intelligence and online purchase intention. However, it does mediate the relationship between immersive technology and online purchase intention. Keywords: Artificial Intelligence; Immersive technology; Customer Engagement; Purchase Intention; e-commerce

Effects of online customer reviews on sustainable clothing purchase intentions: The mediating role of perceived diagnosticity

AbstractOnline customer reviews play a vital role in evaluating product or service performance and serve as an important reference for other customers' purchase decisions. This study explores the influence of online customer reviews on sustainable clothing purchase intention through text mining and survey‐based methodologies. The results showed that online customer reviews focused on four dimensions: material ecology, clothing fashion, clothing functionality, and price reasonableness. Online customer reviews have a positive impact on consumers' sustainable purchase intentions, and perceived diagnosticity mediates the relationship between online customer reviews and purchase intentions. In addition, customers' prior sustainability knowledge moderates the relationship between material ecology, price reasonableness, and perceived diagnosticity. This study further enriches theoretical research on sustainable consumption within the context of online apparel retailing and helps sustainable apparel brands more accurately grasp the influencing variables of customers' sustainable consumption behaviours and formulate precise electronic word‐of‐mouth marketing strategies.

Factors influencing the online purchase satisfaction, frequency, and intention of non-timber forest products

Factors influencing the online purchase satisfaction, frequency, and intention of non-timber forest products

Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention

Electronic word of mouth (eWOM) on social networking sites (SNS) has become crucial in shaping online consumers’ purchase intentions, reflecting the growing reliance on rich nature of user-generated content and recommendations shared on these platforms. This study aims to investigate the intricate relationships among different factors of eWOM information, including information credibility, information usefulness, information adoption, attitude towards information, and their impacts on online purchase intention. This study draws upon the Information Adoption Model (IAM) and the Information Acceptance Model (IACM) foundation theory which reveal the steps individuals take in adopting new information, and focuses on how perceptions and attitudes towards information shape acceptance. The study used a quantitative approach, utilizing a structured questionnaire to collect data from 337 Vietnamese individuals actively engaged in eWOM activities on various SNS platforms. Statistical analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The findings show that information credibility significantly influences both information usefulness and adoption. Interestingly, while information usefulness shapes user attitudes, it does not directly impact online purchase intention. Similarly, a positive attitude toward eWOM does not necessarily lead to information adoption. This suggests that consumers may hold favorable views of eWOM content without actively adopting it. Information adoption emerges as a critical determinant of online purchase intention, emphasizing the importance of promoting user engagement and trust in eWOM information. These findings contribute to a deeper understanding of online consumer behavior and provide valuable guidance for stakeholders seeking to leverage eWOM effectively in digital marketing.

Online Purchase Intention of Digital Products among University Students

Online shopping is one of the e-commerce platforms. It has gradually become famous worldwide and is expanding quickly in nations because of its continuous changes and upgrades. Most online shoppers are aged 20 and 30. University students have become one of Malaysia's most significant market populations due to the growth of digital educational services. However, it is still unclear what factors drive these university students toward online purchase of digital products. This study examines the relationship between social influence, product preference, system security, perceived pricing, and online purchase intention of digital products among public university students. 227 undergraduate students enrolled in Malaysian public universities were surveyed using a quantitative questionnaire. The Statistical Package for Social Science (SPSS) was used to analyze the collected data for this project. The findings of this study demonstrated significant relationships between online purchase intention and social influence, system security, and perceived pricing. According to the analysis results, perceived pricing has the most significant influence on purchasers' intention to purchase online. Hence, service providers should ensure that their product pricing is reasonable and worth the money to purchase. Additionally, marketing strategies can be tailored using e-WOM practices to raise social influence, and the system's security aspects must be enhanced to increase trust and knowledge of the legitimacy of online purchases.

Psychological factors influencing online booking intentions among resort tourism service users

PurposeThis study examines the psychological factors that directly influence individuals’ intentions to book or arrange reservations through resort hotel websites within the context of the Unified Theory of Acceptance and Use of Technology (UTAUT). Specifically, this study focused on identifying and understanding the key drivers of online purchase intentions, including performance expectancy, effort expectancy, social influence and facilitating conditions within the UTAUT model.Design/methodology/approachThis study used the UTAUT as a theoretical framework. A quantitative research approach was adopted and data were collected through surveys using a five-point Likert scale. The sample consisted of 270 participants, selected through purposive sampling. Data analysis was performed using Smart PLS software.FindingsThe results indicate that performance and effort expectancy significantly influence online purchase intentions. However, social influence did not significantly affect online purchase intention. By contrast, facilitating conditions significantly and positively influence online purchase intention.Practical implicationsThese findings have practical implications for hotel managers and marketers. Emphasizing performance, effort expectations and facilitating conditions can improve customer perceptions of website usefulness and directly increase their intention to book. The limited impact of social influence suggests the need to focus less on social recommendations or endorsements in online marketing efforts and prioritize individual factors and objective information.Originality/valueThis study contributes to the field of technology and tourism by examining the psychological factors that directly influence users’ intention to purchase from resort hotel websites. This extends the understanding of online purchase intentions in the context of resort tourism and highlights the importance of facilitating conditions. This study also partially confirms the applicability of the UTAUT model in this domain and provides insights for future research on online purchase intentions in resort tourism.

FAKTOR RESIKO YANG MEMPENGARUHI ONLINE PURCHASE INTENTION YANG DIMEDIASI OLEH TRUST PADA MASYARAKAT KOTA BATAM

The purpose of this study is to analyze and show the influence of risk factors on the trust of the Batam city community which affects online shopping intentions. This research is quantitative in nature. The population of this research is consumers buying goods through online stores. The sample size of this study was 209 respondents. This research data processing uses the SmartPLS application. The data for this study were obtained from primary and secondary sources, primary data were obtained through questionnaires while secondary data were obtained from sources already available from journals, bulletins, and data from the internet. In analyzing the data, researchers used descriptive analysis methods to analyze respondent demographics and quantitative analysis to test variables and relationships between variables using SPSS. The result of this study is that there is a significant positive influence between financial risk, product risk, social risk, security risk and time risk with trust on Online Purchase Intention in Batam. Trust affects online purchase Intention, when trust can be an intermediary that causes consumers' desire to shop in e-commerce, when the higher the level of store trust can affect consumer confidence as well as the resulting online purchase intention. Keywords: Risk, Online Purchase Intentions, Trust, Batam, e-commerce

AI or human: How endorser shapes online purchase intention?

Digital presence is increasing on social platforms, and increasing numbers of companies have begun to invite virtual influencers to endorse their products. However, the question of whether AI endorsers can completely replace real humans is a challenging one. Therefore, in this study, we attempt to identify the differences in consumer purchase intention between consumers of products promoted by AI endorsers versus real human endorsers. In two studies, we found that AI endorsers effectively stimulated consumers' purchase intentions when recommending search products. For experience products, the marketing effect of a real human celebrity endorser is better, however, and consumers' purchase intention is stronger. Perceptions of congruency mediate the interaction of endorser and product type on consumers' purchase intention; self-image congruency mediates the influence of AI endorsers on consumers' purchase intention for search products. Moreover, functional congruency mediates the influence of celebrity endorsers on consumers' purchase intention for experience products. This paper is helpful for companies to encourage them to consider the role of different product attributes and adopt more appropriate strategies to maximize the effect of endorsement marketing strategies.

The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in shaping consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior.

Pandemic Pivot: Unraveling the Digital Fashion Frontier on Shopee

During the COVID-19 pandemic, there has been a major shift in people's activities and behaviors, which are moving towards the digital world. This helps people in their daily lives, both as buyers and business people in various industries, including the fashion industry. The fashion industry itself is a sector of multinational companies that have a high-net-worth value, whose focus is mainly on designing, producing, and marketing clothes to the public. Online shopping digital platforms such as Shopee are one of the main choices for people in making shopping transactions today. The purpose of this study was to find out online consumer reviews, social media advertisement, and influencer endorsements can influence people's online purchase intention for fashion stores on the Shopee platform. The research used a non-probability sampling approach, specifically choosing the convenience sampling technique during the sample selection process. The number of samples used in the study was 130 respondents, and data collection was conducted by distributing questionnaires through Google Forms. The data analysis was conducted using the Structural Equation Modelling (SEM) program SmartPLS 4.0. The research shows that social media ads on Shopee in Jabodetabek significantly impact online purchase intentions. Influencer engagement also influences intentions positively, although not statistically significant. Online consumer reviews and purchase intention variables share similarities, both influenced by external factors. Businesses should tailor advertising strategies for optimal performance and leverage social media effectively to thrive in e-commerce.

Understanding online purchase intention of plant-based foods: Exploring causal factors and moderating role of self-efficacy within the SOR theory

This research explored Thai consumers' online purchase intention for plant-based foods (PBFs), investigating factors shaping this intention and the impact of self-efficacy. Conducting surveys on 402 individuals from Bangkok, Thailand, the study employed structural equation modelling (SEM) to analyse relationships among consumer identity, online brand trust, social influence, perceived value, and self-efficacy concerning online purchase intention. Findings revealed significant influences of consumer identity, online brand trust, social influence, and perceived value on online purchase intention, with online brand trust having the most significant direct effect. Additionally, self-efficacy moderated the impact of these factors on online purchase intention. The study's contribution lies in highlighting the role of online brand trust and self-efficacy levels in shaping consumer behaviour, which is crucial for promoting sustainable dietary choices and improving well-being through digital marketing strategies.

Digital transformation in the hospitality industry: A bibliometric review from 2000 to 2023

This study reviews the rich yet fragmented literature on digital transformation in the hospitality industry. Using 2527 peer-reviewed English articles published between 2000 and 2023, we employed bibliometric and content analyses to determine the overall performance and research themes in this field. Employing co-occurrence analysis, four pivotal research themes were identified: (1) digital technology adoption, (2) stakeholder outcomes of digital transformation, (3) online purchase determinants, and (4) online review analysis. Subsequently, a nuanced content analysis of these themes unveiled specific subthemes. Digital technology adoption mainly consists of three subthemes: determinants of digital technology adoption, strategies for adoption, and the impact of digital technology adoption on firm performance. Subthemes pertaining to stakeholder outcomes of digital transformation involve service and product quality, stakeholder relationship quality, and stakeholder behaviors/well-being. The subthemes of online purchase (intention) determinants primarily encompass online reviews, price strategies, and website quality. Subthemes within online review analysis center on online reviews’ engagement, contents (and variations), impacts, and coping strategies. This work enhances our understanding of the progress and limitations of research on hospitality digital transformation.

Trust, Social Influence and Perceived Usefulness: Examining Online Purchase Intentions among Gen Z

The growing popularity of online shopping collides with user reservations related to trust, social influence, and perceived purchase usefulness, with such concerns acutely observable among Gen Z populations. As digital natives and prolific online users, Gen Z's purchasing patterns offer valuable insights for marketers adjusting their online strategies. This study extends the body of knowledge by examining the determinants of online purchase intentions among Gen Z thereby guiding university administrators, educators, and online retailers in crafting improved online shopping experiences. Utilizing a non-intrusive, naturalistic research setting, the study harnesses an anonymous survey methodology, and data is rigorously analyzed using Statistical Package for Social Science (SPSS). Findings indicate that trust and perceived usefulness are significantly connected to students' online purchasing decisions. This study enhances the theory of online buying habits by emphasizing trust and value in e-commerce. It advises adding trust cues and functional benefits to online portals, the key to influencing Gen Z buyers and boosting market expansion and e-shopper satisfaction.

Impact of social media advertising features on Vietnamese gen z’s online shopping intentions

The growing use of social media has fundamentally transformed the advertising landscape, particularly among youngsters. Understanding the elements that drive online purchase intentions is critical for firms catering to this population. The purpose of this research is to study the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. (Which examines the theories of source informativeness (INF), Interactivity (INT), Interesting (IR), Viral (VR), Credibility (CRE), Entertainment (ENT) and builds structural models (SEM) with high accuracy.An online survey evaluated the impact of social media advertising features on Vietnamese GenZ’s online shopping intentions. The minimum sample size for this study will be 197 (n=197) by using Google Form. Through the data, CFA and SEM will be conducted by using AMOS software and SPSS. Reliability statistics of the scale will be conducted by using Cronbach's Alpha, EFA and CFA. The result showed that viral advertising significantly impacts consumer behavior by enhancing interest, credibility, and purchasing decisions through widespread content sharing, which increases trust and perceived product quality. The strong interaction between informativeness, virality, and viewer engagement, with virality having the most substantial effect, highlights its critical role in influencing purchase decisions and customer engagement.

Memahami Faktor Pembentuk Niat Pembelian Online di Indonesia: Eksistensi Sosial dalam e-Commerce, Sinyal Afiliasi Politik, Persepsi Kewajaran Harga, dan Kepercayaan

In the context of Industry 4.0, widespread internet penetration has significantly changed social and political dynamics and consumption behavior. This study analyzes the influence of social presence in e-commerce, perceived price fairness, and consumer trust on online purchase intentions in Indonesia, including these variables' direct and indirect impacts. This study also explores the role of political affiliation in the context of online image management by public figures, which is relevant for business continuity in Indonesia. The study adopted a quantitative approach, surveying 153 respondents in Indonesia. Data was collected and analyzed using Descriptive Statistical Analysis and Structural Equation Modeling (SEM) to validate the proposed hypotheses. The findings show that social presence in e-commerce partially influences perceived price fairness and trust. Similarly, perceived price fairness and trust have a partially significant impact on purchase intentions in online marketplaces. However, political affiliation signals have no significant influence on online purchase intentions. This research provides new insights into the dynamics of online purchasing in Indonesia, particularly concerning social and political factors. The findings are essential for e-commerce businesses to develop more effective marketing strategies, considering social aspects and perceived price fairness. In addition, this study suggests the importance of separating political image from online business activities for public figures and politicians to avoid negative impacts on consumer perceptions. Academics and practitioners can use these findings as a basis for further research examining the impact of socio-political variables on online consumer behavior.