Attributes tempting students’ online purchase intention; the mediating role of pre-purchase Searching
DOI:
https://doi.org/10.7903/ijecs.1841Keywords:
Perceived Usefulness (PU), Perceived Risk (PR), Online Purchase Intention (OPI), Pre-Purchase Intention, Theory Perceived Risk (TPR).Abstract
ABSTRACT
Purpose: The aim of this study is to examine the relationship between perceived usefulness (PU), perceived risk (PR) and online purchase intention (OPI). Furthermore, this study has endeavored to elucidate the mediating role of pre-purchase searching (PS) between perceived risk (PR) and perceived usefulness (PU) and online purchase intention.
Methodology: This research is a correlational study and conducted among students of University Science Malaysia to examine the purchase intention for online shopping. The variables are neither controlled nor manipulated. Data would be collected from the students in Universiti Sains Malaysia who are online purchase consumers. Due to the small sample-size, non-normal data and scale of measurement are the reason why applying PLS-SEM.
Findings: The results have supported the hypothesized direct and mediated relationship.
Originality/Value: The present study encompasses the body of knowledge through testing the Theory Perceived Risk (TPR) and postulates empirical evidence on the hypothesized relationship. Moreover, this research study has contributed in the prevailing theory through assessing the mediating of pre-purchase intention by using partial least square structural modeling (PLS-SEM).
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