How do Consumption Values Influence Online Purchase Intention among School Leavers in Malaysia?

Abstract

Purpose-The purpose of this study is to reveal the significant consumption values of consumers that drive them towards online purchasing. The study conceptualised and analysed a consumption value model as a predictor for intention to purchase online in the context of Malaysian school leavers familiar with the internet. Design/methodology/approach-In order to achieve its aim, this study carried out empirical research using a structured questionnaire sent to the potential respondents. In addition, the data were analysed using the structural equation modelling technique. Findings-The result of the study indicates that functional and emotional values have a strong relationship and predict online purchasing intention. However, social, epistemic, and conditional values do not predict intentions to purchase online. Originality/value-The result will increase the understanding of owners and managers of e-commerce businesses and help them to formulate their business strategies in order to retain users and attract new ones. Furthermore, the study will also enable e-commerce stakeholders to offer products/services to consumers in order to enhance e-commerce activities.

What are Convention Attendees Looking For? An Examination of the Impact of Perceived Value And Value Cocreation on Attitude Formation

“…In predicting consumer behavior, Sheth et al (1991a) have proposed the consumption values theory that dominates the conceptualisation of consumer perceived value in the marketing literature (Ramayah et al, 2018b;Sánchez et al, 2006). In general, this theory assumes that consumer value may be used to explain consumers' choice to repurchase, purchase or not purchase a product, the choice of one brand over another and the choice of a specific type of product over another.…”

Intención de Compra de Servicios de alojamiento a través de Redes Sociales: Aplicación del Modelo de Aceptación Tecnológica

“…Comprar es una experiencia social y las redes sociales permiten a los consumidores interactuar (Pookulangara y Koesler, 2011), lo que ha provocado que los consumidores actuales utilizan cada vez más la tecnología como una herramienta eficaz para comprar en plataformas en línea (Ramayah, Rahman y Ling, 2018), un hecho que ha impulsado el crecimiento del comercio basado en Internet en todo el mundo, puesto que es conveniente y apropiado para los consumidores (Javed, Nazam, Ahmad, Nadeem y Qadeer, 2015). Además, la aceptación de la Web 2.0 ha abierto la puerta a la construcción de un nuevo mundo de colaboración y comunicación (Ramayah et. al., 2018).…”

Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution

“…When launching a new product, designers should pay attention to customers' functional needs and emotional desires (Poushneh and Vasquez-Parraga 2019). A study by Ramayah et al (2018) indicates that, along with functional value, emotional value plays an instrumental role in online purchase intention. Functional value (especially price and service quality) has the best positive relation to customers' intention to use the internet as a retail platform.…”