Factors influencing online shopping intentions: The mediating role of perceived enjoyment

Abdulla Al-Towfiq Hasan · Shah Mahmud Sumon · Md. Tariqul Islam · Mohammad Sabbir Hossain

43 citations0/0 files storedTURKISH JOURNAL OF MARKETING

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

The study aimed to understand factors influencing customers' online shopping intentions. This study used the technology acceptance model (TAM) and extended it, including social value and perceived enjoyment, to measure customers' intentions in the online shopping context. Three hundred one validated data was collected using personal interviews and the online survey approach through convenience sampling technique from 20 to 60 years old. Subsequently, data were analyzed through PLS-SEM. The measurement model was first examined to determine whether the constructs predict online shopping intentions. After validating the measurement model, the subsequent structural model was analyzed using Smart PLS 3.3.3. The study results revealed that perceived usefulness, attitude, social value, and perceived enjoyment are significant positive predictors of online shopping intentions. However, perceived ease of use insignificantly impacted online shopping intentions. Moreover, this study results showed that perceived enjoyment partially mediates the relationship between perceived usefulness, perceived ease of use, social value, and online shopping intentions. In contrast, the influence of attitude on intentions is insignificantly mediated by perceived enjoyment. This study will provide online e-retailers with insights into how practitioners can influence customers to shop online. Customer behaviour is the result of customers' intentions, built through perceived usefulness, ease of use, attitude, social value, and enjoyment.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 43 citations exist upstream.

References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2009\nThe use of partial least squares path modeling in international marketing 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2009The use of partial least squares path modeling in international marketing

Cited by

2022Factors influencing green hotel revisit intentions after the COVID-19 in Bangladesh 2023Demystifying hedonic shopping motivation and consumer buying behavior during the post-global pandemic: evidence from a developing country 2025Ready for departure: Factors to adopt large language model (LLM)-based artificial intelligence (AI) technology in the architecture, engineering and construction (AEC) industry 2024Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.