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Exploring the drivers of online purchase intentions: enhancing customer acquisition in e-commerce
The COVID-19 pandemic created an enormous opportunity for exponential growth for online retail, but it is weighed down by very low conversion and high cart abandonment rate. This study aims to offer tested models of technology acceptance, influencers of behaviour and immersive experience that drive individuals’ purchase intention in an online shopping environment. It is believed that intention is the best predictor of actual behaviour. High purchase intent would translate to purchase behaviour improving conversion rate. It is approached with an integrated view from multiple customer-focused perspectives, from an attitudinal, behavioural, and experiential perspective. This research combines three seminal theories; Fred Davis’ Technology Acceptance Model (TAM), Icek Azjen’s Theory of Planned Behaviour (TPB) and Csikszentmihalyi’s concept of Flow experience, the mediating role of attitude towards online shopping and the moderating role of past purchase experience to explain triggers of purchase intention. Empirical studies on the key determinants of online purchase intent viewed from these different perspectives are reported. Fieldwork was done in July to September 2021 while the COVID-19 pandemic was still lingering. Based on convenience sampling, a total of 601 self-administered electronic surveys and physical survey forms were collected from adults aged 18 years and above who were active online shoppers. SPSS AMOS structural equation modelling was used to test the research model. This study revealed that perceived usefulness, perceived ease of use, perceived behavioural control and Flow are variables that positively influence consumers’ purchase intention, but it is not the case for both subjective norm and attitude. This anomaly could be due to the impact of the pandemic, contrary to the hypotheses outlined in well-established behavioural theories as consumers avoid crowds but still need to fulfil their most basic needs. Attitude towards online shopping was found to play a significant role on purchase intention through the mediating relationships while past purchase experience is a non-significant moderator for the relationships between Flow and attitude on purchase intention. To the business owners and e-commerce practitioners, this research is hoped to provide insights to better understand customers’ intention and behaviour to design strategies and tactics that lead to completion of online transactions and improve sales conversion.
Sunway Business School, Sunway University
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