Predicting online purchase intention: an empirical study
| Main Authors: | Shierly, Lorentia, Sihombing, Sabrina O. |
|---|---|
| Format: | Proceeding PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2015
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| Subjects: | |
| Online Access: |
http://repository.uph.edu/4534/1/B6.7%20Predicting%20online%20purchase%20intention%20%20%20an%20empirical%20study.pdf http://repository.uph.edu/4534/2/B6.7%20Predicting%20online%20purchase%20intention%20%20an%20empirical%20study.pdf http://repository.uph.edu/4534/3/B6.7%20Prosiding%20Nasional.pdf http://repository.uph.edu/4534/ |
Daftar Isi:
- This purpose of this research is to explore the factors that affect consumer purchase intention in shopping online. The factors that affect online customer intention are perceived benefit, perceived risk, hedonic motivation, trust, and attitude toward online shopping. The primary data was obtained using questionnaire with the sample size of 200 respondents. Structural Equation Modeling (SEM) was applied to analyze the data. The results indicated that there are three out of five hypotheses were supported. Those hypotheses are the relationship between hedonic motivation and attitude toward online shopping, the relationship between trust and attitude toward online shopping, and the relationship between attitude toward online shopping and purchase intention. However, the results also indicate that not supported two hypotheses. The relationship between perceived benefit and attitude toward online shopping was not supported. Furthermore, the relationship between perceived risk and attitude toward online shopping was also not supported. The study also provides managerial implications and suggestions for further research.