Analysis of the Effective Factors on Online Purchase Intention through Theory of Planned Behavior

Abstract

As the rapid growth of the World Wide Web, electronic commerce has become a new way for businesses on online markets. Du to its facilities, many people are willing to shop online. Although business-to-consumer e-commerce has created new businesses opportunities, questions about consumer shopping motivations toward online shopping versus conventional shopping continue to persist. The purpose of this study is to investigate factors which affect online purchase intention. In this regard, providing a conceptual framework, the effect of some factors including subjective norms, behavioral control, attitude, friends role (social influence) and perceived credibility on online purchase intention are investigated. This is a descriptivesurvival study. Data collection is cross-field due to using questionnaire as well as library resources. Statistical population includes Isfahan University's students. Using Cochran formula, sample volume is equal to 260 people. Descriptive and inferential statistics and structural equations are used to analyze data and test hypothesis. The results of the research suggest that all mentioned factors, i.e. subjective norms, behavioral control, attitude, social influence, and credibility affect online shopping directly. We hope that the findings of this research have potential benefits for online retailers, and all those looking to make more virtual sales, also it could reveal researchers in future research.

Online Shopping Industry and Its Consumers in Nigeria

“…Extant studies reveal that marital status, education, location of residence, gender, household income, and age were predictors of online buying [29]. The eagerness and preference of consumer in adopting the online channel was also positively linked to income, innovativeness and household size [30]. Studies shows that women represent the major online holiday season shoppers [28].…”

Halal Food Purchase Behavior of Students from Three School Levels Using Theory of Planned Behavior Approach

“…Research conducted by Ketabi, Ranjbarian, and Ansari (2014) shows that subjective norms directly influence purchase intentions online. In line with the results of these studies, other studies about halal food, also found that subjective norms influence a person's purchase intention (Afendi, Azizan, & Darami, 2014).…”

“…An empirical study from Yean et al (2015), Ham et al (2015), Anggelina and Japarianto (2014), Ketabi et al (2014), and Afendi et al (2014) explained that subjective norms influence someone's purchase intention, so the hypothesis can be drawn as follows:…”

“…H3: Subjective norms have a significant effect on purchase intention (Anggelina & Japarianto, 2014;Yean et al, 2015;Ham et al, 2015;Ketabi et al, 2014;Afendi et al, 2014).…”

4. The influence of syncretic decision-making on purchase intentions: A study of children’s furniture in India

“…The theory of planned behavior has been used extensively in marketing research and is widely accepted as a model to predict purchase intentions in many contexts (e.g. online purchasing, organic food, real estate market) (Al-Nahdi et al, 2015;Arvola et al, 2008;George, 2004;Ketabi, Ranjbarian, & Ansari, 2014;Omar, Nazri, Osman, & Ahmad, 2016;Yazdanpanaha & Forouzania, 2015). However, to our knowledge the TPB has not been tested with the inclusion of familial relationship complexity when it comes to joint decisions.…”