Factors Influencing Customer Intention to Purchase Online

Abstract

Nowadays, the usage of Internet has grown rapidly over the past years and it has become a common medium for delivering and trading of goods, services and information at global marketplace. Even though this method of business transaction or exchange has started to win the hearts of Malaysian buyers, the elements influencing the willingness to purchase online are still unknown. Therefore, the objective of the current study is to examine the elements that influence buyer's intention to purchase online (dependent variable). The main independent components are trust, quality and loyalty to website visited. A total number of 78 (100 percent) returned questionnaires were accepted, coded and were subject to further analysis. The findings supports all the hypotheses stated in the current study. The results indicates that website trust contributed 16.1 percent (R2 = 0.161), website quality contributed 20.1 percent (R2 = 0.201) and website loyalty contributed 28.6 percent (R2 = 0.286) respectively to the variance in intention to purchase online.