Factors influencing consumers’ attitudes and purchase intentions of e-deals

Isaac Cheah · Ian Phau · Johan Liang

83 citations0/0 files storedMarketing Intelligence & Planning

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

Purpose – The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework. Design/methodology/approach – Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses. Findings – It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’ purchase intention towards e-deals. Practical implications – Practitioners are advised to integrate social media (e.g. Facebook or Twitter) and online communities to approach the “leader” to influence new potential consumers to purchase e-deals. It is also important to maintain the good value of e-deals and emphasise the huge benefits of using e-deals to persuade consumers to purchase it. Originality/value – The originality of this study lies in extending the TPB as a robust measurement to investigate online shopping behaviour in the context of e-deals.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1991The theory of planned behavior 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1998Principles and Practice of Structural Equation Modeling 1980Understanding Attitudes and Predicting Social Behavior 1978Social Learning Theory.1985From Intentions to Actions: A Theory of Planned Behavior 2001Social Cognitive Theory: An Agentic Perspective

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