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Çalışmanın temel amacı, Birleşik Teknolojik Kabul ve Kullanım Teorisi unsurlarının (Performans beklentisi, efor beklentisi, sosyal etki, kolaylaştırıcı koşullar) bireylerde gizlilik ihlali endişesi ve algılanan itibar faktörleri ile birlikte çevrim içi satın alma niyeti üzerindeki etkilerini incelemektir. Çalışma evreni, ülkemizdeki 18 yaşından büyük, çevrim içi alışveriş yapma deneyimine sahip bireylerdir. Araştırmanın örnek kütlesini oluşturan farklı demografik özelliklere sahip toplam 324 kişinin çevrim içi ortamda doldurdukları anket formlarından elde edilen verilere faktör, korelasyon ve çoklu regresyon analizleri uygulanmıştır. Gerçekleştirilen analizler sonucunda, Birleşik Teknolojik Kabul ve Kullanım Teorisi (UTAUT) unsurlarının tümü ile birlikte algılanan itibarın bireylerin çevrim içi satın alma niyeti üzerinde anlamlı ve olumlu yönde etkiye sahip olduğu görülerken; gizlilik ihlali endişesinin ise çevrim içi satın alma niyeti üzerinde anlamlı ve olumsuz yönde etkisinin olduğu gözlemlenmiştir., The aim of the study is to examine the effects of Unified Theory of Acceptance and Use of Technology elements (performance expectation, effort expectation, social impact, facilitating conditions) as well as privacy concern and perceived reputation factors on online purchasing intention. The population of the research is the consumers older than 18 years in Turkey who have online purchase experience. As a result of the multiple regression analysis of the data set obtained from the questionnaire forms filled in online by 324 people with different demographic characteristics; all the elements of Unified Theory of Acceptance and Use of Technology and the perceived reputation have a significant and positive effect on the online purchase intention of individuals, while privacy concern has a significant and negative effect on online purchasing intention.

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.

Kişilerin internet aracılığı ile gerçekleşen alışveriş faaliyetleri farklı kişilik özelliklerine göre değişiklik göstermektedir. Kişilik özelliklerine bağlı olarak farklı seviyelerde oluşan uyarılma düzeyi onların keşifsel bilgi arama arayışlarına yansıyacaktır. Bu çalışmada çevrimiçi alışveriş süreçlerinde dışadönük tüketicilerin uyarılma seviyelerine bağlı olarak keşifsel bilgi arama arayışlarını ve çevrimiçi satın alma niyetlerini nasıl etkilediğini belirlemek amaçlanmıştır. Hem pazarlama literatüründeki boşluğu doldurmak hem de şirketlere rekabet avantajı yaratmak amacıyla dışadönük bireylerin uyarılması sonucunda ortaya çıkan keşfedici bilgi arama eğilimlerinin çevrimiçi satın alma niyeti üzerindeki etkisi incelenmiştir. Anket verileri Adana'da 401 katılımcıdan toplanmıştır. Yapısal eşitlik modeli uygulaması ile uyarılma düzeyleri farklı olan dışadönük kişilerin keşfedici bilgi arama eğiliminde olduğu bulunmuştur. Ayrıca bu bileşenlerin çevrimiçi satın alma niyeti üzerinde etkisi olduğu tespit edilmiştir. Bulguların teorik ve pratik sonuçları, araştırma sonuçları üzerinden tartışılmaktadır., The shopping activities of people via the internet vary according to different personality traits. The level of stimulation that occurs at different levels depending on their personality traits will be reflected in their exploratory search for information. In this study, it is aimed to determine how extroverted consumers affect their exploratory search for information and their online purchase intentions depending on their stimulation levels in online shopping processes. Both to fill the gap in the marketing literature and to create competitive advantage for companies the effect of exploratory information seeking tendencies, which emerged because of extroverted individuals' arousal, on online purchase intention was examined. Survey data were collected from 401 participants in Adana. With the structural equation model application, it was found that extroverted people with differences in arousal levels tended to seek exploratory information. It has also been found that these components influence online purchase intention. The theoretical and practical implications of the findings are discussed over the results of the research.

Covid 19 pandemic that has happened in Indonesia since March 2020 affects a number of sales places that offer offline transactions a very significant decline because purchases are made online. Generation Z as a generation that grows and develops in the increasingly sophisticated internet technology era is more prevalent to use internet in finding information to buy products. This research aims to analyze the value perception influence, online trust, perceived risk, purchase intention and perceived benefits on the online purchasing decisions of generation Z in Indonesia. The influence of security, brand image, eWOM and perceived website quality on online trust and finally is the influence of perceived website quality on perceived benefits. To answer the purpose of the study, a questionnaire was distributed through a google form to a number of respondents who were included in the criteria for generation Z in Indonesia. The spread is in chains, namely through what up groups. The respondents who gave answers to the questionnaire shared were 227 people and from these answers, data processing was carried out using SEM. The results of data processing show that all hypotheses proposed can be supported. In addition, this research also provides suggestions for further research development. &nbsp

Sophisticated technological devices have provided an important role in marketing strategies that can be used by companies to make it easier for consumers to carry out online shopping activities. The purpose of this study is to address the direct or indirect influence on purchase intention to actual purchase. This research was conducted to examine the effect of Perceived Benefit, Online Purchase Intention, Actual Purchase, EWOM and Trust on consumer behavior towards purchasing Bodycare in the Marketplace. Primary data in this study were collected through a questionnaire with a total of 164 respondents who live in Jabodetabek and have purchased Bodycare at Maketplace and have shopped once in three months. The data analysis technique used by researchers in this study is the partial least squares structural equation model. The results of this study indicate that four of the eight proposed hypotheses are accepted, while the rest are rejected. The contribution of this research is expected to be able to add information about the theoretical/scientific level of marketing management.

PurposeThe purpose of the research paper is to examine customers' online purchase intention towards apparel in the online environment, with a focus on the role of conviction and brand reputation of the e-retailer.Design/methodology/approachHypotheses are based on an extensive literature review and tested using adapted existing scales for the constructs-social media usage for apparel, electronic word of mouth (EWOM), conviction, apparel e-retailer's brand reputation and online purchase intention towards apparel, and data are collected from 362 online customers of apparel brands in eight major cities across the country. Structural equation modelling (SEM) is applied to analyze data and test hypotheses because of multiple dependent variables.FindingsThe quantitative results indicate that impact of social media and EWOM on online purchase intention towards apparel is mediated by conviction. The results also explain the moderating effect of apparel e-retailer's brand reputation.Originality/valueFindings provide suggestions for the apparel business in an online environment that address the issue of breach of trust and implications for apparel e-retailers, managers and researchers. The study contributes to the existing retail literature by proposing concept of conviction and role of apparel e-retailer's brand reputation in this context.

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.

Extensive research on skin care products, particularly in Indonesia, is intriguing. It is as a result of alterations in behavior that consumers always desire to appear attractive. Due to technological advancements, shopping habits have also changed, impacting the sales of skincare products. This study aimed to investigate the direct and indirect impacts of product packaging design and online customer review on online purchase intention mediated through brand awareness. Data were collected from 200 people in Indonesia who were familiar with Scarlett Whitening products. They were selected using a purposive sampling technique. Afterward, the collected data were analyzed using the SEM AMOS 26. The primary findings in this study were that Product Packaging Design and Online Customer Review had a positive and significant impact on the Online Purchase Intention of Scarlett Whitening products mediated through Brand Awareness in Indonesia.

Tujuan penelitian ini yaitu untuk mengetahui dampak financial risk, information risk, interaction risk terhadap online purchase intention. Penelitian ini menggunakan pendekatan kuantitatif melalui penyebaran kuesioner online. Adapun populasi yang digunakan dalam penelitian ini yaitu keseluruhan konsumen yang melakukan transaksi melalui media pemasaran berbasis digital. Ukuran sampel minimum diambil berdasarkan perhitungan 10 kali jumlah item pengukuran dan diperoleh jumlah sampel sebesar 120 sampel. Sebelum melakukan tahapan analisis pengujian hipotesis terlebih dahulu dilakukan uji kualitas data yaitu uji validitas dan uji reliabilitas. Penelitian ini menggunakan teknik Kaiser Meyer Olkin Measure of Samling (KMO) dan Barlett Test of Spehericity deangan bantuan Software SPSS Versi 24. Selanjutnya untuk menguji reliabilitas instrument pengukuran menggunakan prosedur Chornbachs Alpha. Untuk tahap pengujian hipotesis, penelitian ini menggunakan pendekatan analisis regresi linear berganda. Hasil penelitian ini yaitu financial risk tidak berpengaruh signifikan terhadap online purchase intention. Untuk information risk berpengaruh signifikan terhadap online purchase intention. Selanjutnya untuk information risk berdampak signifikan terhadap online purchase intention. Selanjutnya untuk interaction berdampak signifikan terhadap online purchase intention.

Platform e-commerce telah hadir dan mampu berkontribusi positif terhadap kinerja pelaku bisnis. Konsumen dihadapkan dengan beragam alternatif platform e-commerc. Penting bagi setiap penyedia layanan platform berbasis digital perlu untuk memberikan layanan yang dapat memberikan layanan kemanan dan kepercayaan terhadap konsumen pada saat bertransaksi melalui platform e-commerce. Tujuan penelitian ini yaitu untuk mengetahui dampak online trust, risk perseption dan delivery risk terhadap online purchase intention pada iGeneration yang menggunakan e-commerce. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan kuesioner online yang di sebarkan kepada responden. Adapun populasi yang digunakan dalam penelitian ini yaitu keseluruhan konsumen iGeneration yang melakukan pembelian online pada media e-commerce. Ukuran sampel minimum diambil berdasarkan perhitungan 10 kali jumlah item pengukuran dan diperoleh jumlah sampel sebesar 120 sampel. Metode analisis yang digunakan dalam penelitian ini menggunakan pendekatan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa untuk variabel online trust tidak berdampak signifikan terhadap online purchase intention. Untuk variabel risk perception berdampak signifikan terhadap online purchase intention. Selanjutnya untuk variabel delivery risk tidak berdampak signifikan terhadap online purchase intention.

In the digital era, marketing trends have undergone a significant transformation. A brand-new marketing channel that businesses are using to reach out to customers is social media. In this study, the effect of social media marketing methods on customers' desire to buy cosmetics is investigated. Entertainment, engagement, trendiness, personalization, and eWOM are the five social media marketing strategy dimensions that were examined in the study. Data were obtained using the convenience sample approach, and 260 valid questionnaires were gathered. Data analysis using the SEM-PLS method. The findings show that each of the five social media marketing strategy elements had a statistically significant impact on consumers' intention to make a purchase. Users' participation in online cosmetics purchases was found to be strongly influenced by entertainment.

The presence of the Covid-19 pandemic is the main cause of the online buying trend. This is because the whole world is imposing social restrictions simultaneously, thus encouraging the birth of consumption pattern adaptations, with the digital purchasing model. These conditions require business actors to develop digital business concepts or e-commerce. One of the digital sales models is to build a marketplace-based online store. This research was conducted aiming to analyze the effectiveness of the influence of marketplace-based digital shops on purchase intention mediated by trust. To answer this goal, a quantitative study was carried out using the structural equation analysis method. The number of respondents is set at 200 people from millennial workers. Research data was collected primary by distributing questionnaires. The results of the study explain that there has been a change in purchasing patterns, from direct purchases to online purchases. Then, consumers feel that online purchases provide more guarantees of trust in service, price and satisfaction. So consumers assess, there is no doubt to make buying and selling transactions online.

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.

Today, with the rapidly developing cultural and creative industry and online consumption, the Palace Museum is a proud symbol of China. Cultural and creative products from the Palace Museum have progressively become the fashion of Generation Z. In order to investigate the online purchase intentions of cultural and creative products from the Palace Museum under the consumption idea of Generation Z, this article made use of the SWOT analysis approach and the Marketing Mix Theory with the 4Ps aspects (product, price, promotion and place). Collecting and analyzing existing online data and phenomena. Based on the SWOT analysis, this paper was concluding that the purchase intention of the Z generation group is affected by the aesthetics, practicality, and other aspects of the product. What’s more, the results also showed that the "experience" and "cost performance" are the biggest factors affecting the purchase intention of the Z generation group. Finally, the contribution and suggestions of this paper would be discussed in detail below.

This research investigated the relationship between digital marketing, customer relationship marketing (CRM), and online purchase intention among Facebook Live customers in Thailand. The online survey was distributed and collected data from 355 Facebook Live customers in Thailand by convenience sampling adopting the quantitative method. The data was analysed using SPSS for descriptive analysis and the partial least structural equation model (PLS-SEM) for hypothesis testing. The findings supported the relationship between digital marketing and online purchase intention through the mediating role of customer relationship marketing (CRM) among Facebook Live customers. This study may benefit business owners and online marketers to respond to Facebook live customers’ needs to improve their marketing management. Therefore, online shopping sites should pay attention to digital activities, especially digital marketing, and customer relationship marketing (CRM) because these factors influence online purchase intention among Facebook Live customers in Thailand. Moreover, the results could be applied in the online shopping marketplace strategies to improve online purchase intention through digital marketing and customer relationship management (CRM).

This study is specifically aimed at predicting online purchasing decisions on the influence of the halal label and the lifestyle of instant noodle consumers of Nongshim products, either simultaneously or partially. This type of study is an explanation based on causal-and-effect with quantitative analysis. The source data consist of primary data enhanced. The sampling technique utilized was purposive sampling with a Rao calculation with a precision level is 0.05. The final sample was obtained from 97 respondents. Analysis method used the utilize of the multiple regression linear. The results inferred that only lifestyle is able to prediction towards online purchase decisions while the halal label is not able to predict. Furthermore, halal label and lifestyle are able prediction towards online purchase decisions simultaneously.

The most pertinent problem post pandemic is about the risk perception in the minds of consumers specially pertaining to online purchase of durables like electronics. This study throws light on this significant issue. Primary data responses were collected online via structured questionnaire from 120 consumers Pan India to understand the consumer; s risk perception regarding their online purchase intentions. Multiple regression was administered to identify the issues. On the basis of analysis, it was found that product risk as well as risk of losing money and other financial details significantly impacts the consumer’s perception. The study paves a way for understanding comsumer’s intentions and will help marketers design better strategies for increasing online purchase of electronics.

Advances in information and communication technology enable consumers to increasingly conduct online purchase transactions. From the perspective of the Technology Acceptance Model (TAM), this study aims to examine the effect of perceived ease to use and perceived usefulness on consumers' intention to buy online in South Tangerang. The study used 130 data obtained through questionnaires distributed online to users of multiple consumer-to-consumer (C2C) e-commerce platforms. Determination of the sample is done by applying a non-probability sampling technique. Using multiple linear regression analysis techniques with SPSS software, the study found that perceived ease to use and perceived usefulness had a positive effect on the intention to buy online. Regression analysis shows that both perceived ease of use and perceived usefulness have significant effects on online purchase intention. However, the effect of perceived usefulness on intention to buy online is greater (β =.199, ρ-value

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.

The Internet has enabled e-commerce activities, including online grocery purchases. Although all users dream of a hassle-free and safe transaction, not all online payment methods are safe and acceptable. Thus, one of the solutions is to integrate blockchain technology. However, the acceptance of Blockchain among urban users still needs to be discovered. This paper aims to determine the factors affecting the acceptance of Blockchain and online delivery networks for grocery purchases in urban areas. A total of 384 responses were collected among urban online purchasers through questionnaires. The independent variables, namely Accuracy, online payment, and Cybersecurity, significantly impact the dependent variable. Keywords: Online Grocers; Blockchain; Purchasing; Environment eISSN: 2398-4287 © 2023. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians), and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v8i23.4518

The emergence of data analytics has fundamentally transformed supply chain management strategies in the global marketplace during the past decade. Classification is one of the most popular methods and receives a great deal of attention in the literature, but there are still some questions concerning the performance characteristics of different classification methods. This paper analyzes three different classification methods: classification trees, k-nearest neighbors, and artificial neural networks to determine if there are any performance gaps between the methods. A series of experiments are conducted utilizing the Analytic Solver Data Mining (formerly XLMiner) add-in to Microsoft Excel in an effort to address these issues. The analysis reveals that there may be minor performance gaps, but the methods all perform well in the context of this study.

The rapid increase in social media users in Indonesia has caused organic black rice (OBR) to be traded online via social commerce (s-commerce). OBR is an environmentally friendly functional food that meets the requirements for sustainable agricultural products. Unfortunately, in Indonesia the demand is still low, so some producers are reluctant to continue the OBR business. Therefore, it is important to study consumer satisfaction. Previous studies have primarily focused on satisfaction with choices and results of the decision process, not satisfaction with the decision process. Satisfaction in the perspective of the decision process has not been widely studied. This paper aims to identify the dominant factors that influence satisfaction with the online OBR purchase decision process via s-commerce. The research design is quantitative with a survey technique of 200 online consumers drawn by stratified random and convenience sampling. Data analysis using Exploratory Factor Analysis and Path Analysis. The results showed that the dominant factors were security in purchasing decisions, Instagram and other social media, friends, satisfaction with the results, Internet, references of friends and family as well as consideration of product taste and aroma, attractiveness, and disease treatment. These eight dominant factors can be used as important considerations in online OBR business through s-commerce.

Textiles and clothing have been considered major industries ever since Indian civilization was born. The demand for clothing and textile products had always been high among Indian consumers. Covid-19 and the lockdown restrictions imposed on account of it have forced them towards making a purchase of textile products online rather than the conventional physical stores. The relationship between online brand recognition in the textile sector and the purchase intention of textile products by consumers through online mode has been empirically estimated in this research. Online brand recognition has been measured using five constructs. The demographic factors of consumers namely age, gender and educational qualifications have been taken as moderators and the influence of these factors on the purchase intention has also been examined. Data collected from 457 respondents were collected through a closed-end questionnaire designed with standard instruments. The outcomes showed that online brand recognition created an impact on the online purchase decision of consumers post Covid-19. It also has identified that the female consumers in India between the age groups 40-59 years form a majority when compared with the male consumers when purchasing textile products online.

The purpose of this research is to find out what factors influence people's decisions to buy online. This research is focused on students of the Faculty of Economics, Lancang Kuning University who have made purchases online. The method of taking illustrations in this research is to use purposive sampling. The requirements that will be sampled in this research are those who have made online purchases. According to research, the majority of Lancang Kuning University students have made at least 96 purchases online. Multiple linear regression analysis was used to study the effect of four variables on online purchasing decisions. The study found that four factors - trust, security, service quality, and perceived risk - all impact online purchase decisions simultaneously. There is no clear relationship between trust, security, and quality of service and the decisions we make when buying products or services online. However, the perceived risk appears to have a significant positive effect on online purchasing decisions.

In 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.

As the behaviour main foundation, intention gives a strong contribution in leading behaviour to perform certain actions. It is necessary to prove empirically the psychological factor towards online purchase intention through attitude components, which are cognitive, affective, and conative. The aim of this study is to empirically describe and give evidence about the impacts of cognitive, affective, and conative levels on online purchase intention. The data is collected using survey and statistically analysed with multiple linear regression, engaging 150 respondents. The results of the study prove that cognitive and conative levels have a significant impact on online purchase intention, while the affective level does not give any impact towards it. The conative level is a factor that gives the greatest impact on online purchase intention, which means that the conveniences offered on online purchasing are the biggest aspects that lead to a desire to do online purchasing. The willingness to do online purchasing will result to a strong online purchase intention.

Shopping in e-commerce, consumers will have perceived value and perceived risk. Marketers need to understand the value and risk of online purchases to understand online customer behavior. In addition, companies can create clear marketing strategies to influence online purchase intentions and create sustainable online shopping behavior. This study aims to analyze the effect of perceived value, which consists of utilitarian, hedonic, and social values and perceived risk on online purchase intention, where Cash On Delivery service is a moderating variable to analyze strengthens or weakens the effect of the relationship between perceived value and perceived risk on online purchase intention. There are 247 respondents of e-commerce customers in this research object then analyzed using PLS-SEM. Based on the results of this study, it is known that COD moderates the effect of perceived risk on online purchase intention. Social values have a positive effect on utilitarian & hedonic values, utilitarian and hedonic values mediate the influence of social values on online purchase intentions. Keywords: Online purchase intention; cash on delivery; perceived value; perceived risk, e-commerce

Purpose – The purpose of this research is to examine the type of online reviews; timelines, quantity, valence and its relationship on online purchase intention in e-commerce (Tokopedia) among millennials in Jakarta. Design/methodology/approach – The quantities approach and simple random sampling methodology were use in this research. Data were gathered through a survey instrument, and the partial least square equation modelling (PLS-SEM) technique was subsequently applied to 98 responses. The model explained variation of the major constructs in relation on online purchase intention of e-commerce (Tokopedia) among millennials in Jakarta. Findings – Reviews timelines is the most influential online reviews element towards Jakarta millennial’s online purchase intention for e-commerce. Originality/value – The research project has provided the researcher and marketers with more clarity into the area of online purchase intention for e-commerce products, which is a volatile and dynamic area with continuous uncertainty. Keywords – Online purchase intention, Reviews timelines, Reviews quantity, Reviews valence. Paper type – Research paper

Social networking became very essential part of our day-to-day life, especially during covid-19 pandemic it was on peak. Social media advertising and social networking sites are providing information, reviews and feedbacks of branded products. Therefore, this study explores the impact of social networking sites on online purchase indentation of branded products. This study also explores the mediation role of Brand Attitude on online purchase intentions of branded products. A sample of 380 respondents from the 18 metropolitan cities of India took part in this study and 350 responses (92.1% response rate) were used for coding, analysing and testing the hypothesis. SPSS 20 and AMOS 21 were used to analysecollected data. Finally, the results show that social networking sites affect the online purchase indentation of branded products. There is partial mediation effect of Brand Attitude on online purchase intention. This study advised that companies should keep vigilance and attentive on image of brand, communication, feedback and reviews of their products on social networking sites. Negative communication or anti-branding of branded products on social networking sites affects purchase intention of consumers negatively. It is very essential and strategically manages the negative communication and anti-branding. Discussion, conclusion and practical implications are provided based on the analyses of the study. Keywords: Brand Attitude, Online Purchase Intention, Social Networking Site. JEL Classification Number: M310, M370

The purpose of this study is to explore WeChat's effect on Fast Moving Consumer Goods (FMCG) online purchase intention among Chinese people in New Zealand. In this study, a quantitative research method is employed to collect primary data through an online survey with a questionnaire from 139 respondents in New Zealand. The findings reveal that WeChat is widely used by Chinese in New Zealand; with more than half of the respondents were using WeChat’s online shopping function. The WeChat users are mostly young people. When using WeChat to purchase, users in New Zealand are concerned about the interface on WeChat shopping, the recommendation of WeChat, the security and confidentiality of personal information on WeChat. These factors are highly correlated with online purchase intention. WeChat users agreed that WeChat is convenient, easy to use payment method. These two parameters are highly correlated with online purchase intention. On the contrary, WeChat users do not agree with product information, and other unfamiliar customers’ recommendation to buy FMCG through WeChat.

The main aim of this study is to determine the impact of social Media Marketing construct on online purchase decision and also aim to explore and confirm social media marketing construct on online purchase decision. Data were collected of 496 social Media Users for products purchasing like furniture, jewelleries, electronic, Software/hardware, Home Appliances in Madhya Pradesh. Proposed Research Model of Social Media Marketing construct impacting online purchased decision were tested of Structural Equation Model Using AMOS 21.The Findings showed that social community, promotional usefulness, social publishing, social commerce and security social media construct have positive effect on purchase decision.

Scholars have acknowledged the influence of personality traits on individuals’ behavior. However, the effect of personality on (repetitive) online purchase behavior remains under-explored. This is a considerable deficit in knowledge because a marketing paradigm has shifted its interest to examine strategies for attracting new buyers as well as retaining existing customers. To further the understanding of this issue, this paper attempts to examine the relationship between the Big Five personality traits — openness, conscientiousness, extraversion, agreeableness, and neuroticism — and the frequency of online purchases among 386 university students in Malaysia. Through a Structural Equation Modelling analysis, we found that extraversion, agreeableness, and neuroticism were positively related with the frequency of online purchases. In contrast, openness and conscientiousness showed no significant effect. Overall, this research suggests that marketers should target buyers with certain personality traits because they are likely to use online platforms more often for purchasing items.

The purpose of this study was to develop and test the impact of brand image on online buying decisions through reviews of fashion products in Bali, Indonesia. This study uses a questionnaire method that is systematically conducted based on the purpose of the study. The number of respondents was 100 respondents. This study uses the Likert scale to measure variables when testing validity and reliability variables. This study was analysed by a PLS-based SEM. The results of this study show that (1) brand image has a great influence on electronic word-of-mouth, (2) brand image has a big influence on online purchase decisions, and (3) word-of-mouth has a big influence. Communicate your brand image and online purchase decision with online purchase decision and (4) word of mouth.

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.

With the technological advancement, shopping behaviour among the young consumers undergone a paradigm shift. Online shopping has made the market available at a single touch of customer. The aim of the present article is to identify the determinants of online purchase intention among young consumers. A structured questionnaire based survey was performed in the state of Punjab, with a multi-stage stratified random sample of 200 respondents. The analysis was made with the help of descriptive statistics and Probit regression. The analysis of the Probit regression identified age, convenience and ease of quality comparison are positively affecting online shopping among youngsters. On the other hand, personal privacy, risk in giving card details and tangibility of product act as a barrier in online purchase intention among young consumers of Punjab. Online sellers should focus on these factors in order to target young consumers.

Purpose Modern businesses strategically focus on improving the online purchase experience (OPE) of customers to acquire a long-term competitive edge. However, the intellectual knowledge structure of OPE research remains uncharted, necessitating further investigation. This study aims to provide a concise synthesis of the evolution, trends and advancements of consumers’ OPE research using bibliometrics. Design/methodology/approach Firstly, the authors inventorised the relevant OPE literature, and then the bibliometric trends and the domain’s performance (top articles, outlets and authors) were analysed and illustrated through tables and narratives. Secondly, science mapping tools (such as co-occurrence) and visualisation strategy were deployed to pinpoint relevant OPE research themes and highlight the domain’s intellectual structure. Findings The most significant findings concern the most prolific authors, outlets, most cited articles and five thematic clusters forming the ground for potential future research paths. Also, these thematic clusters depicted the intellectual knowledge structure that emerged from the OPE research domain. Research limitations/implications This review may be helpful for future academic researchers to identify future research paths in the domain and practitioners to help make policy decisions while formulating and articulating their marketing strategy. Originality/value Deploying the VOSviewer and Bibliometrix-R software together, this review is most likely the first attempt to the best of the authors’ knowledge to provide a thorough bibliometric synthesis of the OPE research domain.

The success of Shopee is influenced, among other factors, by disseminating public information through social media. Related to this success, the authors are interested in examining the effect of Shoppe's social media promotion on purchasing decisions through mediation by word of mouth. Three variables were studied: social media, word of mouth, and purchasing decisions. 100 Shope shoppers, selected by judgment, were used as respondents. Analysis with structural equation modeling reveals that social media positively affects word of mouth and purchase decisions. Word of mouth also has a positive effect on purchasing decisions. Mediation analysis shows that word of mouth mediates social media relationships and purchase decisions. Plagiarism Check

Purpose The usage of augmented reality (AR) in online shopping websites provides a “try-on” experience for consumers. AR technology combines the virtual and real world. Previous studies have addressed AR usage’s benefits to consumers’ online shopping experience. However, this study aims to explore the dark side of AR usage in consumers’ online purchasing process. Design/methodology/approach The authors conduct six experiments to examine whether AR usage leads to adverse effects on consumers’ purchase intention and explain the mechanism of its dark side. Findings The result shows that AR usage in online shopping websites reduces consumers’ purchase intention. The authors further reveal that the usage of AR leads to more vital psychological ownership of the product, and psychological ownership positively relates to cognitive conflict. Cognitive conflict explains the negative influence of AR usage on purchase intention. Originality/value First, to the best of the authors’ knowledge, this is the first study to explore the impact of embedded AR function of websites on consumers’ decision-making process. Also, it is the first study on the application of AR in a real shopping scene, which makes the study of AR close to reality. Second, psychological ownership is introduced in this study. Although there are many types of research on psychological ownership, few scholars have explored it in AR research. Third, most studies stress the advantages of using AR during purchase; this research demonstrates that embedding AR function in a shopping website may negatively affect purchase intention.

The e-commerce and virtual stores are sources of innovative economic ideas and initiation of entrepreneurial business. This research deals with the motivation of potential buyers to conduct a purchase in virtual stores concerning their risk aversions in several dimensions, including entrepreneurial risk aversion. The study is based on a survey of 104 responders exposed to technology working in the hi-tech industry. We used the structural equation modeling approach to conduct the statistical analysis. The relationships between risk aversion, the reliability of the products, the stores, and the motivation to purchase are modeled in one set of equations. The study's findings can help entrepreneurs how to market products that may be perceived as not reliable.

The paper aims to study the impact of various factors influencing consumer household electronic product purchase intention on online platforms. Hundred and eighty-six filled responses were considered for the study with the help of a structured questionnaire. Much information was studied employing various regression techniques. The multiple regression analysis revealed that eWOM and Perceived Benefits positively and significantly impact consumer household electronic products purchase intention on online platforms. Among the predictors, eWOM had the strongest effect on the purchase intention towards consumer household electronic products on online platforms. The study outcomes give vital insights regarding the impact of various factors influencing consumer household electronic product purchase intention on online platforms. Google forms were used and distributed to the invitees asking them to fill data voluntarily. All respondents were promised confidentiality for their personal information. Perceived Risks were adapted from 19, and three items of Perceived eWOM were modified and taken to suit the current. Three items of Perceived price were adapted from.

This study aims to determine the effect of trust, security, service quality, perception of risk and price on online purchasing decisions. Data was obtained by distributing questionnaires to 105 respondents. The results showed that the results of the t test, trust, perception of risk and price had a positive and significant effect on online purchasing decisions. Meanwhile, security and service quality variables have a positive and insignificant effect on online purchasing decisions. Based on the results of the F statistical test using analysis of variance or ANOVA, it can be seen that the significance value (0.000 < 0.05) which means significant, it can be concluded that the variables of trust (x1), security (x2), service quality (x3), perceptions of risk (x4) and price (x5) simultaneously (simultaneously) have an influence on online purchasing decision variables.

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.

Various factors influence potential buyers' purchase intention from stores. Attitude towards online shopping, perceived customer service, quality, and price fairness may also determine the prospects' intention to buy or not. Amid Covid-19, many traditional stores adopted digital platforms to reach and serve customers. In this context, this study aimed to examine how the attitude towards online shopping, prospects' perception of customer service of online stores, quality perception, and price fairness perception affect purchase intention. This study used the Ordinary Least Square model to examine the effect of independent variables on the dependent variable. 3 presents the Correlation between the variables attitude, perceived customer service, quality, price fairness, and purchase intention of the respondents. The correlation test revealed significant positive correlations between the stated variables. The study employed a survey method to collect data from 425 respondents, using a structured-self administered questionnaire. The collected data were coded, entered, and analyzed in Statistical Package for Social Science (25). The result of the study indicated a significant positive impact of attitude, perceived customer service, quality perception, and price fairness perception on purchase intention. The contribution of this study highlights the positive impact of the stated variables on the purchase intention of the prospects in the Nepalese social context. This information may be helpful for online stores to improve their marketing performance.

This study explores the relationship between source trustworthiness, source expertise, source attractiveness, message authenticity, and message believability towards the online purchase intention of Makarizo products in the realm of micro influencers. The results of the research show that source trustworthiness and message authenticity have a positive and significant effect on online purchase intention, while source attractiveness, source expertise, and message believability do not have a significant effect. These findings provide insights for marketers who use micro influencers as a channel for promoting messages about the antecedents that trigger online purchase intention after the audience is exposed to advertising messages.

This study examines how digital content marketing affects consumers' intentions to make online purchases. It tries to identify how demographic data on gender and age play a moderating impact. A face-to-face survey approach was used to collect data from 620 participants as part of the research, and PLS-SEM analysis was applied to the results. Obtained results demonstrate that gender and age variables do not regulate the relationship between digital content marketing and online purchase intention variables, even though they demonstrate that digital content marketing methods are extremely effective on online purchase intention. Thus, the study has shown that age and gender factors, which have been looked at for companies to accurately determine their target audiences and potential customer profiles, do not have a regulatory role, despite evidence showing that digital content marketing is an important strategy in consumers' preferences for online shopping

This study aims to analyze the impact of electronic word of mouth and brand image on online purchasing decisions moderated by price discounts. This study uses a quantitative research paradigm with an explanatory approach. The research instrument is a questionnaire designed to measure electronic word of mouth, brand image, price discount, and online purchase decisions. Data were collected from primary sources through surveys. The survey, as a data collection technique, was carried out in Malang City. Partial distribution of the questionnaire used google form and distributed directly to respondents. The research object is the Shopee platform, while the research subjects are millennials who have used the Shopee platform in the past year. The total number of respondents involved in this study was 100. Data analysis used two approaches namely categorization index analysis and multivariate regression. Study results show that electronic word of mouth is in a reasonably low category. The brand image has a high category, while the price discount has a reasonably high category. Hypothetically tested, electronic word mouth has no impact on purchasing decisions. However, when moderated by a price discount, it has an impact on purchasing decisions. Meanwhile, whether moderated by price discounts or not, the brand image variable had an impact on online purchasing decisions on the Shopee platform.

The rapid development of internet users or users is due to the support of mobile phone technology and smooth mobile network connections, meaning that when cellphones can access the internet easily, internet users will develop quickly. This not only affects the community as consumers, but also affects business people to take advantage of the development of internet users, namely by doing trading business in the form of electronic stores so that e-commerce is also growing rapidly. Perceived usefulness, subjective norms, and enjoyment as predictors of online shopping behavior. Interest in online shopping is also influenced by perceived risk, namely the fear of consumers to accept risk in online shopping and perceived ease of use, namely consumer perceptions of the ease of use of online sites. This paper will discuss the role of perceived usefulness (PU), perceived risk (PR) and perceived ease of use (PEU) in influencing online purchases.