THE INFLUENCE OF PURCHASING ORIENTATIONS, ONLINE TRUST AND ONLINE PURCHASE EXPERIENCE TOWARD CUSTOMERS' ONLINE PURCHASE INTENTION
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Abstract
This study examines the factors influencing customers' online purchasing intentions. A questionnaire was administered to a group of 584 respondents through the purposive sampling method. Data were analyzed via the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach to examine the posited research hypotheses. The PLS-SEM approach revealed that impulse purchase orientation was the strongest predictor of customers' online purchase intention in Malaysia. This was followed by an online purchase experience, and then online trust and quality orientation. It is also discovered that brand orientation does not significantly influence customers' online purchase intention in Malaysia. This research is helpful to online retailers in the development of business strategies and also the academicians to conduct further research by adding a new variable in the mix for generation and evolution of the concept. The originality of the paper is its investigation of the determinants as the predictors in the proposed theoretical framework and the Decomposed Theory of Planned Behavior (DTPB) as the underpinning theory for this study, something that has been overlooked in prior studies. The results underpin new and extensive inputs into marketing theory and enlarge the emergent literature related to customers' purchase intention in online shopping in Malaysia. Directions for future research are offered.
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Author Biography
Nasrul Fadhrullah Isa, Universiti Teknologi MARA
Nasrul Fadhrullah Isa is currently working with Celcom Timur (Sabah) Sdn Bhd. He serves as the Technical Support Manager. With over 17 years of experience in the private sector, manufacturing, and telecommunications industry, Nasrul possesses excellent organizational, technical, business, and customer service and relations skills. He has previously held several technical and marketing-related positions. Nasrul earned a Degree in Electrical and Electronics Engineering from the University of Tenaga Nasional (UNITEN). He holds an MBA from Universiti Teknologi MARA and currently in the final year of his DBA in Marketing focusing Consumer Behaviour, Universiti Teknologi MARA (UiTM Sabah), Malaysia. He has won; Commendation and recognition from International Conference on Restructuring Global Economy (ROGE) Oxford, U.K. Article Published on Centre for Business & Economic Research (CBER), The Business and Management Review Vol 10, No 4 (2019); Gold Medal Award for Inventors' Hall of Fame (i-fame), International Competition of Ideas, Inventions & Innovations (2019); Best of the Best Professional Award for Sabah International Virtual Innovation & Invention Competition, SIVIIC (2019); SCG Bangkok Business Challenge @Sasin (2020); Excellent Research Paper & Best Presentation for International Conference on Global Business, Economics, Finance and Social Sciences (ICGBEFSS, 2020); Borneo Scientific Research Conference (2020) for Article Published in the International Journal of Organizational Analysis (IJOA), Special Issue (2019); and ASIA International Multidisciplinary, Economics, Business and Management (AIMC-EBM 2020) for Article published in International Journal of Advanced Science and Technology (IJAST, 2020). 