Mohd Shaffran Zainal Rashid (2013) A study factors which influence online purchase intention of online brand. Masters thesis, Universiti Malaysia Sabah.
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Abstract
The purpose of this study is to investigate the factors which influence online purchase intention of online brand. The research framework in this study was adapted and modified from Zarrad and Debabi (2012). Two criteria were opted to select respondents which were: 1) consumers who have experienced on purchasing products or services via online and 2) consumers who were aged 21 years old and above. A total of 175 set of questionnaires were valid and useable for data analysis. The findings in this study found that brand name, perceived ease of use and perceived usefulness have positive and significant influence on online purchase intention. However, the findings also revealed that gender have insignificant influence on online purchase intention. This study also highlights that perceived ease of use make the largest contribution in influencing consumers' online purchase intention of online brand. In addition, this study also investigate the mediating role of attitude towards online shopping in the relationship between brand name, gender, perceived ease of use, perceived usefulness and online purchase intention. The finding showed that there was full and partial mediation of attitude towards online shopping in the relationship between brand name, perceived ease of use, perceived usefulness and online purchase intention. On the other hand, attitude towards online shopping did not mediate in the relationship between gender and online purchase intention. Based on the findings, online retailers should give more attention to the consumers' attitude which will influence the retailers' sales. Concurrently, both academic and marketing implication should highlight that the website name plays an important role on influencing consumers' intention to purchase online.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Online purchase intention, Online brand, Brand name, Perceived ease of use, Perceived usefulness |
| Subjects: | H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 15 Jul 2025 12:28 |
| Last Modified: | 15 Jul 2025 12:28 |
| URI: | https://eprints.ums.edu.my/id/eprint/44442 |
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