A Study of Consumer Behavioral Intentions of Online Purchases
Year: 2024
Type: article
Study design: Observational Study
Abstract: This study explores the impact of service quality, product quality, product freshness, and time savings on consumer behavioral intentions in online shopping, particularly in the post-COVID-19 era. With the rapid growth of e-commerce, understanding factors that influence consumer behavior is critical for businesses seeking to enhance customer loyalty. The primary objective is to identify which factors significantly affect online purchasing intentions. Using both primary and secondary data, a digital questionnaire was administered to 160 respondents. The collected data were analyzed using multiple regression analysis through IBM SPSS Statistics software to test four hypotheses. The results show that service quality (β = 0.472, p < 0.001), product quality (β = 0.217, p = 0.001), and product freshness (β = 0.212, p = 0.002) are significant predictors of behavioral intention, while time savings (β = 0.086, p = 0.320) is not. These findings highlight the importance of focusing on quality and freshness in the online marketplace. Businesses should prioritize these factors to improve customer satisfaction and loyalty. The study concludes that while time savings are often valued in online shopping, it does not significantly drive consumer intentions, making service and product excellence more critical for success in the evolving digital economy
Authors: Universiti Sains Malaysia, Bryan Mung Kit Ng, Zhen Cai, Universiti Sains Malaysia, Sheng Jie Cao, Universiti Sains Malaysia, Ze Lei Cao, Universiti Sains Malaysia, Alya Zikrina Rabba, Universiti Sains Malaysia, Gan Kia Hui, Universiti Sains Malaysia, Derick Kok Ban Teoh, Universiti Sains Malaysia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403594705