Assessing the influence of consumer perceived value, trust and attitude on purchase intention of online shopping

Mosunmola Akinbode · Omotayo Adeniyi Adegbuyi · Mayowa G. Agboola

19 citations0/0 files storedInternational Conference on e-Education, e-Business, e-Management and e-Learning

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

The acceptance and usage of online shopping is influenced by numerous factors such as perceived value, trust, buyer's uncertainty which has constituted key hindrances to online transactions [22] This study investigates the effect of consumer perceived value dimensions (utilitarian and hedonic value) on attitude, trust and how these affect perceived risk and purchase intention in online shopping. Survey data were obtained from a randomly selected sample of 650 online shoppers. A total of 558 valid questionnaires was analysed for this study. The hypotheses raised in this study were tested using structural equation modelling method. The result revealed that perceived value dimensions (utilitarian and hedonic value) have significant positive effect on attitude towards online purchase while perceived hedonic value have the strongest positive effect on trust and attitude towards online purchase. However, there is no significant effect of perceived utilitarian value on attitude towards online purchase. Trust has a significant influence on attitude towards online purchase and on intention to use online purchase. Also, attitude towards online purchase has a significant positive effect on intention to use online purchase. Trust is negatively related to perceived risk, while perceived risk have significant negative effect on intention to use online purchase. Findings from this study provided insights for managerial suggestions relevant for enhancing online shoppers trust and use of online shopping.

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References

2000Structural equation modeling with AMOS: basic concepts, applications, and programming 2003Trust and TAM in Online Shopping: An Integrated Model1 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 2001Hedonic and utilitarian motivations for online retail shopping behavior 2000Consumer trust in an Internet store 2001What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.

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