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Purpose – This study examines consumer online purchase behaviour in the Nigerian fashion industry. Design/methodology/approach – A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry. Findings – Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour. Practical implications – Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society. Originality/value – Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

Research findings on the relationship between online purchase intention and actual purchase show inconsistencies, suggesting that intention alone does not adequately predict online purchasing behavior. Field data reveal that only 30% of consumers who express interest in an online product actually make a purchase, challenging the Theory of Planned Behavior (TPB) which asserts that intention significantly influences behavior. This study aims to enhance TPB by examining the moderating effect of consumer demography on the intention-purchase relationship. A survey of 450 internet shoppers was conducted, with data analyzed using Partial Least Square. Results indicate that online purchase intention, eWOM, and trust significantly impact online purchases, with eWOM and trust being fully mediated by online purchase intention. Demographic factors did not moderate the intention-purchase relationship but did influence the trust-purchase relationship. Trust also served as a moderator. Previous studies have explored the moderating effect of demography on factors influencing online purchase intention, but not on the intention-actual purchase relationship, which is the research gap this study addresses.

AbstractThis meta-analytic review conceptualises and synthesises the study factors related to this phenomenon to effectively comprehend online purchasing intention. This study’s "online purchase intention" concerns consumers’ propensity or likelihood to purchase via online channels. This review develops a conceptual framework that clarifies the aspects influencing online purchase intention by analysing pertinent data. The variables under investigation encompass usefulness, ease of use, congruence, trust, security, e-WOM and many other demographics and contextual factors. The potential moderators were also identified, and the moderating effect is validated in the study variable as framed in the conceptual framework. This review contributes to the field by offering valuable insights into the determinants of online purchase intention, enabling marketers and researchers to devise effective strategies to optimise consumer behaviour in the online shopping domain.

AbstractThis research aims to investigate the impact of characteristics of electronic word-of-mouth (eWOM), including Information Quality, Information Credibility, Information Quantity; and consumer behavior, including Needs of Information, and Attitudes towards Information, on the online purchase intention of Generation Z consumers in the context of social media. The research used a quantitative approach with a Likert scale questionnaire to collect the data from 280 Vietnamese Generation Z individuals. Statistical techniques, including Cronbach’s Alpha Test, Exploratory Factor Analysis, Confirm Factor Analysis, and Structural Equation Modeling, were used for data analysis. The findings indicated that Information Quality, Information Quantity, and Needs of Information significantly influenced Information Usefulness. Moreover, Information Quality, Needs of Information, and Attitudes towards Information had a significant impact on Information Adoption. Notably, Information Quality exhibited the strongest positive influence on both Information Usefulness and Information Adoption. The study found that Information Usefulness had a significant impact on Information Adoption and on Information Adoption had a significant impact on purchase intention. This result illustrated that information adoption and information usefulness act as partial mediators in the relationships between the independent variables and purchase intentions. This research distinguishes itself from previous studies by simultaneously identifying independent factors that affect Information Usefulness and Information Adoption. This provides marketers with better understanding the important of eWOM information on consumer purchase intention on social media. To address limitations and enhance the overall understanding of the research area, future studies should increase the sample size, diversify geographical representation, and conduct comparative analyses across different generational cohorts.

IntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping.MethodsUsing event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP).ResultsBy allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view.DiscussionThe study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers’ knowledge of their need satisfaction behavior.

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.

Purpose – Online shopping around the world is growing exponentially, especially during the COVID-19 pandemic. This study aims to examine how an online customer's purchasing experience influences his/her buying intention and willingness to believe in fraud news, as well as the ripple impact of satisfaction and trust, with gender as a moderator in an emerging economy during COVID-19. Design/methodology/approach – Based on the underpinning of the stimulus-organism-behavior-consequence (SOBC) theory, the research model was developed, and collected data from 259 respondents using convenience samples technique. Next, the data were analyzed using partial least squares-based structural equation modeling (PLS-SEM), SPSS (Statistical Package for the Social Sciences) and Hayes Process Macro. Findings – The study results confirmed that the online shopping experience (OSE) has positive impact on customers' satisfaction (CS), purchase intention (PI) and customer trust (CT); CS has positive effects on trust toward online shopping and their future product PI; future product PI significantly affects customers' propensity to believe and act on fraud news (PBAFN). The finding also states that gender moderates the relationships of CS to PI, OSE to PI and PI to PBAFN, but doesn't moderate the CT to PI relationship. Originality/value – The study findings will assist policymakers and online vendors to win customers' hearts and minds' through confirming satisfaction, trust and a negative attitude toward fake news, which will lead to customer loyalty and the sustainable development of the industry. Finally, the limitations and future research directions are discussed.

In Malaysia, fast growth in e-commerce speeds a business need to understand and predict consumer online behavior in order to be more competitive. While the whole world is embracing big data analytics, many businesses in Malaysia, particularly those in the ecommerce sector, find it hard to harness these technologies to their benefit. The absence of specific predictive models and the complexity of socio-cultural diversity further complicate the efforts toward understanding consumer preferences. Therefore, this research tries to fill in some of the gaps by applying decision tree and rule-based algorithms to classify online purchasing behavior amongst Malaysian consumers. The study looks into the data from an online survey comprising 560 respondents with a view to demographic, factors influences, and purchasing behaviour. The performance of six machine learning models comprising J48, Random Tree, REPTree representing decision trees and JRip, PART, and OneR as rule-based algorithms was assessed. Feature selection, pre-processing, and SMOTE were applied in order to balance class inequalities of the dataset. The result indicated that the highest accuracy of 89.34% was achieved by the Random Tree algorithm, while the rule-based algorithm PART reached an accuracy of 87.56%. Results of these models open up the possibility of providing very important insights from a business perspective into consumer behaviour and thus offer actionable data which allows them to complete their job of finetuning marketing strategies and engaging customers. The current study contributes to the literature by highlighting decision tree and rule-based classification models as very useful in the Malaysian e-commerce context. These developed predictive models can serve as building blocks where businesses might know more about consumer behavior, personalize marketing, and reach operationally efficient levels. Future research may involve integrating other influencing variables and applying them across industries.

The rapid growth of social media users in Indonesia has prompted researchers to identify factors that impact consumer purchase intentions through advertising click activities, such as informativeness, entertainment, irritation, emotional appeal, credibility, and privacy concerns mediated by advertising attitude. This research examines how informativeness, entertainment, emotional appeal, and privacy concerns simultaneously influence attitudes toward advertising and purchase intentions. This study employed a quantitative approach through an online survey with a sample of 321 respondents residing in major cities in Indonesia. This study applied purposive sampling with individual criteria as Instagram users were exposed to ads within the last month, and the data were analyzed through structural equation modeling. The results of this study show that advertising attitude fully mediates informativeness, entertainment, emotional appeal, and credibility toward advertising clicks, which drive purchase intentions. Meanwhile, irritation and privacy concerns have a negative impact on advertising attitudes. This research proved that Incentives have a direct influence on purchase intention. Suggestions for future researchers need to consider the classification of ad product or service categories so that advertisers can better understand consumer behavior and provide ad impression effectiveness according to the target audience

Academic interest in understanding the impact of user-generated content (UGC) on consumer behavior in digital marketing has grown exponentially. However, we know little about the effect of UGC on customers’ online purchase intention from developing country aspects. This underpins the current study to examine the impact of UGC on the purchase intentions of university graduates in Bangladesh. With a convenient sampling approach, a structured questionnaire was provided directly to 400 respondents; 275 usable and complete responses were extracted for data analysis. Data were empirically validated using principal component analysis, reliability test, correlation, and Hayes PROCESS macro for regression and simple mediation analysis. The findings revealed that bloggers’ recommendations, online communities, and social media content positively and significantly influence customers’ online purchase intention. Brand image also directly impacts purchase intention and mediates the relationship between bloggers’ recommendations, online community, social media content, and online purchase intention. The results of this study will facilitate policymakers and online marketers in devising UGC management policies and digital marketing strategies. The study’s results may also help online marketers, sellers, and brand representatives to understand how to enhance brand image and amplify customers’ online purchasing behavior.

Introduction: Consumer behavior on the Internet is influenced by factors that can affect consumers' perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers' implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping., Methods: Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP)., Results: By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view., Discussion: The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers' knowledge of their need satisfaction behavior., Competing Interests: The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest., (Copyright © 2024 Pšurný, Mokrý and Stavkova.)

n recent decades, technological development has experienced significant acceleration, and smart devices are now widely available. Romanian e-commerce market, although ahead of countries like Greece, Portugal, Italy or Bulgaria, has still a long way to go before reaching its full potential. The purpose of this paper is to analyse the online shopping behaviour of Romanians. For this, we analyzed statistic data on internet access and online purchases and discussed the findings of an online purchase behaviour survey of 580 Romanian respondents. The main findings of the survey suggest that, while 64 percent of respondents prefer online shopping to the classic non-virtual shopping, the top three risks that worry potential online Romanian buyers are: fake online reviews, uncertain quality of goods, and unreliable match. 5G technologies, ultra-fast smart devices, lack of borders in online commerce are already present, so the future belongs to those who will know how to adapt and anticipate the needs of online shoppers.

Background: User-Generated Content (UGC) videos have received considerable attention in recent years thanks to their great potential for buyers and sellers. However, the effect of this content on consumer behavior remains unclear, especially in the context of developing countries (e.g., Vietnam). By applying the Stimulus-Organism-Response model (S-O-R model), this paper examines the effect of UGC videos on online purchase intention. Moreover, the mediating role of cognitive responses, consisting of perceived credibility, perceived diagnosticity, and mental imagery, is also examined to offer valuable insights to businesses, enabling them to leverage and effectively promote the trends of UGC videos. Method: A convenience sampling method was employed to collect the data. A total of 318 valid respondents participated in this survey. The data was analyzed with the Partial Least Squares Structural Equation Modeling method (PLS-SEM). Results: The findings show that UGC videos have a direct impact on online purchase intention. This paper also verified that cognitive states mediate the relationship between stimuli and subsequent behavioral intentions. Conclusion: Our research findings enrich the literature on consumer's online purchase intentions by applying the S-O-R framework by highlighting the role of cognitive responses, and improving generalizability by contributing additional consumer behavior findings in developing Asian nations. Moreover, this paper offers businesses insights into the formation of customers' purchase intentions while watching UGC videos. Based on that, this paper raises practical recommendations regarding promoting the UGC video trend and creating UGC videos effectively to improve the cognitive states perceived by customers, including credibility, diagnostic value, and mental imagery. [ABSTRACT FROM AUTHOR]

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.

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.

Technological developments are very rapidly making changes in consumer behaviour where there is a transition from offline transactions to online in Yogyakarta. The purpose of this study is to evaluate and validate the influence of online trust and the factors that influence it is e-commerce knowledge, perceived reputation, perceived risk, perceived technology, prior purchase experience, to the intention of purchasing online. This study also examines the effect of perceived technology and prior purchase experience on online purchase intentions. Respondents in this study are about 260 respondents. Respondents must be domiciled in Yogyakarta and have conducted online transactions in the last 3 months. Analysis of data on research using Smart PLS 3.0. The test of measurement model that is convergent validity, discriminant validity, and internal consistency reliability is done to ensure the validity and reliability of the questionnaire and then tested the structural model to test the hypothesis, besides the fit model, predictive relevance and effect size of each latent variable. This study found that perceived risk is the most influencing factor of consumer confidence followed by prior purchase experience, perceived technology, and perceived reputation. The study also found that perceived technology and trusts influence online purchase intentions. While e-commerce knowledge has no effect on consumer trust and prior purchase experience has no effect on the intention of purchasing online.

Introduction: This study investigates trust's impact on consumer buying decisions and trust levels within e-commerce, shedding light on trust antecedents and their role in shaping purchase intentions. Methods: This qualitative study, conducted on September 21, 2023, employed a systematic literature review approach. Using the Scopus database in conjunction with Harzing's Publish or Perish 8 tool, the study focused on 23 articles concerning trust and online purchases. These articles were meticulously selected from a pool of 775 papers published between 2019 and 2023. Results: E-commerce trust research reveals recurring themes like reputation, risk, information quality, and utility, along with social support, subjective norms, fulfillment, trustworthiness, and vendor reliability. Trust plays a central role by mitigating risk, mediating relationships, and predicting purchase intent, influenced by content quality and social presence. These findings emphasize trust's significance in shaping online purchase intentions. Conclusion and suggestion: Understanding trust's complexity and its various antecedents is vital for businesses to tailor effective strategies, influencing online sales and consumer decisions in e-commerce. This research enhances trust comprehension in e-commerce, especially in emerging markets, by identifying key antecedents and providing a comprehensive framework. However, limitations include potential exclusions based on title format criteria and reliance on specific titles from 2019-2023. Future research should incorporate current publications and explore broader dynamics of consumer behavior in e-commerce.

IntroductionPeople as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices.MethodsIn a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each product (t-shirt or bananas) hedonic (comfort/look), gain (price), and normative (organic/ fairtrade) attributes were varied in an online choice experiment.ResultsPreferences for the normative attribute of t-shirts increased in the normative room compared to the room with gain associations. No effect of the rooms with hedonic or gain priming was observed on the choice.DiscussionThe study supports the hypothesis that the physical room can enhance goal frame activation and behavioral choice but concludes that such priming effect is sensitive to specificity of the prime.

The rapid growing of e-commerce industry accompanied by major increase in internet users and changing in consumer behaviour in Indonesia make online purchase trend become more widespread. This research aimed to identify the effect of consumer behaviour on online purchase decision. This study examines how cultural factor, social factor, and psychological factor affecting online purchasing decision. Survey research method is used by distributing structured questionnaire to a sample size of 108 respondents from Universitas Hasanuddin students. This research used Multiple Regression Model and data was processed through SPSS 23. The result of this study showed that cultural and social factor has no significant effect on online purchasing decision. In other hand, this research found that online purchasing decision is significantly affected by psychological factor.

Despite the significant growth of internet users in Indonesia, the use of the internet for online shopping is still quite low, which hinders the potential for e-commerce growth in Indonesia. This fact raises interest in analyzing factors that influence online shopping intention among Indonesians. Based on consumer decision model, this study developed an online purchase decision model using an integrative approach that includes factors of marketing stimuli, environmental influence, and consumer concern altogether. This integrative model is aimed to get a more comprehensive picture of online purchase behavior, as previous studies analyzed this object using only one or two of these three factors. A survey was conducted to collect data using questionnaire as the instrument. Respondents were consumers who have bought retail products online. Data were analyzed using Partial Least Square. The results showed that website quality, eWOM, and perceived benefit significantly influence online purchase intention through the mediation of trust. Practical implications are discussed further.

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market’s purchase intention. This study attempts to identify and test key factors that have a direct impact on customer online purchase intention for advertised products, and examines the mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a direct impact on consumer purchase intention, such as entertainment, credibility, and personalization, the direct effects are also included in the model for further consideration. This study follows a quantitative approach through interviews with 477 participants. The questionnaires were distributed to the respondents by interviewers at milk tea and coffee shops in Ho Chi Minh City, Vietnam’s largest city. Data were analyzed through structural equation modelling. Empirical results have shown an indirect effect of informativeness, privacy concerns, and irritation on purchase intention through attitudes towards advertising, however, the factors interact, personalization, entertainment, and credibility do not show an impact on attitudes towards advertising. Finally, factors such as entertainment, personalization, and credibility of Facebook ads are also found to have a significant positive effect on purchase intention. This study was successful in developing an empirical model for understanding online purchase intention with the mediating role of attitude towards advertising in emerging markets, specifically Vietnam. Therefore, the study provides essential insights for firms and marketers investigating issues related to online purchase intentions, and attitudes towards advertising.

Electronic word of mouth (E-Wom) is currently something that is needed and is considered by consumers before choosing to use or consume something. In addition to e-wom, consumers also consider the image of a company. The better the company's image and positive reviews, the more it will make consumers believe in consuming or using a brand. This study aims to determine the effect of e-wom and brand image on online shopping behavior through online purchase intention on Shopee users. This research is quantitative research with the help of SPSS 22 software. The population in this study is Shopee application users. The sample in this study was 200 respondents. In addition, to test the feasibility of the instrument, validity and reliability tests were used, and classical assumption tests, hypothesis testing, and path analysis methods were used. The results showed that (1) e-wom has a positive and significant influence on online shopping behavior, and (2) e-wom has a positive and significant influence on online purchase intention. (3) brand image has positive and significant influence on online shopping behavior, (4) brand image has a positive and significant influence on online purchase intention, and (5) online purchase intention has a positive and significant influence on online shopping behavior, (6) e-wom has a positive and significant influence on online shopping behavior through online purchase intention, and (7) brand image has a positive and significant influence on online shopping behavior through online purchase intention.

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.

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

Purpose – This study analyses the relationship between knowledge of COVID-19 and the application of health protocols, fulfilment in the pandemic era and online purchase intention. This study also analyses the effect of health protocol and fulfilment on online purchase intention. Design/methodology/approach – This study is a quantitative study with a student population in Yogyakarta. From the total population, 170 respondents were taken by random sampling method. The data in this study are primary data obtained through the distribution of questionnaires. From the data obtained, analysis was carried out using the Structural Equation Model method using Partial Least Square with Smart-PLS software. Findings – The results of the analysis in this study indicate that knowledge of COVID-19 is able to have a significant influence on the implementation of health protocols and fulfilment, but knowledge of COVID-19 is not able to significantly influence online purchase intention. The results of the analysis also state that the health protocol is not able to have a significant effect on online purchase intention in students, while fulfilment is able to provide a significant influence on online purchase intention. Research limitations/implications – For further research, it is expected to be able to examine more deeply online purchase intentions across generations and compare them. Further research is also expected to include several other variables that have a role in online shopping behaviour. Practical implications – The results of the analysis in this study also provide recommendations for business people in this pandemic era to emphasize online buying and selling services. Online marketing is also more recommended because the more people understand about COVID-19, the less they do activities outside the home, so the most effective marketing is through social media which is accessed by the public every day. Originality/Value – In contrast to previous studies, this study proposes a model of people's behaviour in shopping online. The analysis in this study formulates the relationship between knowledge of COVID-19, health protocol, fulfilment and online purchase intention.

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.

This study aims to analyze the mediation effect of subjective norms and perceived behavioral control on the linkage between online consumer attitude and online purchase decisions of generation X, generation Y (millennials), and generation Z (centennials) in developing countries, particularly Peru. This empirical investigation surveyed 121 respondents of generation X, 200 millennials, and 200 centennials in Peru. The data were processed through structural equation modeling approach. This study demonstrates that online consumer attitude positively and significantly influences online purchase decisions; this relationship is enhanced through the mediation effect of subjective norms and perceived behavioral control. Furthermore, the results indicate that the effect of the proposed variables is improved progressively in each generation, showing a greater willingness of centennials to purchase online, followed by millennials and generation X. This study assessed online consumer attitudes of different generations in Peru toward the online purchase decisions and the mediation effect of subjective norms and perceived behavior control on the mentioned relationship, which showed improved results when incorporated into a single model. AcknowledgmentsThe authors thank the Universidad Nacional de San Agustín de Arequipa for supporting this project.

Online purchase of food groceries is a development in the food retail market that is being driven by recent advances in the Information and Communication Technologies (ICTs). Consumers are, therefore, complying with these emerging trends by testing some of the online shopping platforms to form a behavioural compliance as required by some cashless economic policies being implemented in some African countries. Although considered to be convenient, online shopping is bewildered with a lot of risks. The aim of this study was to analyse the perceptions of consumers on online shopping risks and determine the factors influencing them to purchase food groceries online. The data were collected from 173 respondents selected by simple random sampling. The data were collected using structured questionnaire that was administered by trained enumerators. Descriptive statistics and logit regression were used for data analysis. The analyses were carried out by STATA software. The results showed that 11% of the respondents were using online platforms to purchase food groceries, 57.2% were aware of the existence of online platforms to purchase food groceries, 84.4% perceived online purchase of food groceries as convenient, and 62.4% perceived it as risky. The results of the Logit regression model showed that delivery fee, level of education, employment status, use of phone tablets for internet browsing, use of laptops to browse the internet, perceived online convenience and perceived online risk had statistically significant relationships (p Key words: Consumers, food groceries, delivery fee, online purchase, South Africa, INTRODUCTION In South Africa, the development of online purchase has exposed quite a number of challenges to the food retail markets. According to a report by the United Nations Industrial [...]

Organic vegetables are commonly found in shopping centers and supermarkets but are difficult to find in traditional markets, so it is difficult for people to reach them. Now a new method of selling organic vegetables through online platforms has been developed, making it easier for consumers to reach. The opportunity for marketing organic vegetables online is very large nowadays, especially since the use of the internet in Indonesia is always increasing from year to year. Purchasing in e-commerce will also make it easier for consumers to choose the organic vegetables they need. One of the online platforms for shopping for organic vegetables in Semarang is AGRIOO. Purchase intention in a web-shopping environment will determine the power of consumers to make purchases online. This study aims to analyze the factors that influence the intention and purchase of organic vegetables at AGRIOO Semarang City. This study uses the SEM-PLS method. The results showed that the quality of information affects purchase intention with a p-value of 0.001

Objective: This study examines the influence of hedonic and utilitarian values on perceived benefits and their impact on purchase intention by using effort expectancy as a moderating variable. Design/Methods/Approach: This study adopts a quantitative approach by employing a non-probability sampling technique to collect a sample of 175 respondents who had used the Shopee application in Malang. The data was analyzed using SmartPLS through the measurement model test (outer model) and structural model test. Findings: The results show that hedonic value and utilitarian value have a positive and significant effect on perceived benefit, hedonic value and utilitarian value have a positive and significant impact on purchase intention, and perceived benefit has a positive and significant effect on purchase intention. However, effort expectancy does not have a significant role in moderating the relationships. Originality/Value: The limited extant literature only addresses a simple direct–effect relationship between effort expectancy toward behavioral intention and use behavior. Drawing on the Unified Theory of Acceptance and Use, this research provides deep insight through position effort expectance as the moderation role. Also, this study elaborates on the effect of utilitarian and hedonic values on perceived benefit. In turn, this framework also explored the influence of perceived benefit on consumer intention to purchase in electronic commerce, further advancing an understanding of this dynamic subject matter. Practical/Policy Implications: The study contributes to the existing knowledge of managerial practice by pointing out the importance of effort expectancy, which shapes the consumer's perceived benefit, and illustrating its impact in the case of purchasing intention in an e-commerce application. E-commerce companies can enhance the customer experience when accessing applications to invigorate purchase intention. E-commerce companies need to maintain their performance in terms of app ease of use and provide innovations by providing more user benefits, thereby creating loyal customers. Eventually, the company should keep earning society's trust as reliable e-commerce that meets the needs of today's digital era.

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collection approach used a web-based questionnaire that was created and distributed to 584 university students in Malaysia. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The results revealed that impulse purchase orientation was the strongest predictor of consumers’ online purchase intention in Malaysia. This is followed by online trust, and the online purchase experience and quality orientation. Meanwhile, brand orientation did not affect customers’ intention to purchase online. The results contribute new and extensive inputs into the marketing theory and expand the emergent literature on consumer intention to shop online in Malaysia, whereby rich multi-ethnic cultures should be fully exploited. Future directions are offered.

Poverty alleviation by consumption is a powerful way to help the poor people get rid of poverty, which plays a significant role in China's rural revitalization. However, the achievement of poverty alleviation by consumption mostly depends on government procurement, and the enthusiasm of customers to participate is low, facing the severe challenge of poor sustainability. Helping the poor is the most common motivation for customers to buy poverty-alleviation agricultural products (PAAP). However, as the negative events of poverty alleviation such as “tragic marketing” constantly appear in news reports, customers' trust in sellers has been seriously damaged. The psychological protection system for fear of being cheated hinders customers' purchase intention. Therefore, we believed that trust is an important factor in enhancing customers' purchase intention of PAAP. Customers buy PAAP mainly through online channels, and institution-based trust is the most important way to generate trust in online channels. Thus, this study investigated the institutional mechanisms that affect customers' trust in the sellers of PAAP and discussed the influence of trust on the online purchase intention of PAAP. Data were obtained through a questionnaire survey and tested empirically. The results showed that the effectiveness of the user feedback mechanism, platform supervision mechanism, product traceability mechanism, and product certification mechanism can enhance customers' purchase intention by enhancing their trust. Individual trust tendency positively regulated the relationship between the effectiveness of institutional mechanisms and consumer trust. The conclusion can not only provide new theoretical guidance for the practice of poverty alleviation by consumption in China but also offer new ideas for the poverty alleviation undertakings in other countries.

A major challenge confronting online retailers is that of stimulating consumer online purchase intention. Many studies have explored the factors that affect consumer purchase behavior; however, few have described the underlying mechanism that links the online shopping experience to social ties and the effect of their strength on purchase intentions. This study adapted the stimuli–organism–response (S–O–R) model to analyze the effects of the online shopping experience on customer involvement and online purchase intention under conditions of weak and strong social ties. Two quasi-experiments were conducted to test the research model and hypotheses. The results showed that online shopping experience had a positive effect on customer involvement, and this involvement in turn had a positive effect on online purchase intention in the strong-tie group and the weak-tie group. Cognitive and affective involvement played partial mediating roles between the online shopping experience and online purchase intention in the weak-ties group and full mediating roles in the strong-ties group. The effects of online shopping experience on customer involvement and online purchase intention differed between the two tie strength groups. The implications of these findings for researchers and practitioners are discussed.

The paper examines factors influencing online purchase intention of Vietnamese. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), the study develops a theoretical model including four explanatory variables of online purchase intention: performance expectancy (PE), social influence (SI), effort expectancy (EE) and facilitating condi-tions (FC). The empirical results obtained in a sample of 204 valid interviewees reveal the statistically significant and concurrent impact of the mentioned determinants on the intention to purchase online. Among them, performance expectancy (PE) and social influence (SI) exert the most significant influence. The findings provide guidance for online firms to improve their conditions and develop marketing strategies in order to highlight efficiency, ease of use, and convenience; become a trend of social communities and then encourage the online purchase.