Factors Influencing Online Purchasing Intention: The Mediation Role of Consumer Attitude

Abstract

The purpose of this study is to investigate the new Technology Acceptance Model that appropriate to predict users’ intention to purchase the electronic products through online. In this study it proposes the new model which is developed based on the original Technology Acceptance Model with incorporating the construct of Information Adaptation Model. The data were collected through convenience sampling and sample size was determined as 300 individuals. Data were analyzed and tested the hypotheses by using Structural Equation Modeling. The results of the analysis revealed that Perceived Usefulness, Perceived Ease of Use and Source Credibility, are strong predictors of online purchase intention. Further it confirmed that consumer attitude mediates the relationship between independent variables and dependent variable of purchase intention. Also, fit indices obtained for the conceptual model refers to the high validity of the model in explaining the relations among variables. Hence the proposed model is more appropriate to predict and explain online purchasing intention. This will important for e-marketers for formulating their e-marketing strategies to cater existing and potential consumers to improve online shopping experience and satisfaction while understanding what drives Sri Lankan consumers to online purchasing behaviour.

Keywords: Information Adaptation Model, Technology Acceptance Model, online purchasing, Source credibility