Investigating the relationship between attitude and online purchase intention
Abstract
The impact of the internet on the retail sector has been much greater than that of other commercial sector, resulting in the creation of a new form of retail format – electronic retailing. Therefore, purpose of this study is to investigate the relationship between attitude and online purchase intention, as the e-commerce is vast and rapid growing market.
In this research, The Technology Acceptance Model (TAM) and Theory of Planned Behavior (Ajzen 1985, 1988) were the primary theories served as foundation for developing the research model.
The research was tested using Confirmatory Factor Analysis Partial Leased Squares Structural Equation Modeling. The study found that 4 factors: Perceived Usefulness, Perceived Ease of Use, Trust and Subjective Norms have that positive relationship with Attitude, and are able to explain 61.7% of the variance of Attitude. Attitude also had the positive relationship with Purchase Intention, and are able to explain 70.6% of the variance of it. Base on the result, the research provided useful information about the attitude towards online shopping, and help e-retailer to understand their customer