Antecedents of Online Purchase Intention and Behaviour: Uncovering Unobserved Heterogeneity

Abstract

The paper aims at exploring the antecedents of customers’ online purchase intention and behaviour, and at uncovering sources of heterogeneity. A sample of customers was surveyed to measure perceived risk and benefits, trust, online purchase intention and behaviour. The study confirmed the causal chain of perceived risks-trust-perceived benefits-online purchase intention-actual purchase. A Finite Mixture Partial Least Squares (FIMIX-PLS) was performed to uncover sources of heterogeneity. It found that the level of security of the payment methods is relevant to understand the relationship between purchase intention and behaviour, while the level of previous experience with the online medium clarifies the relationship between perceived risk and trust. The study contributes to understanding the antecedents of online purchase intention and their relationship with actual purchase behaviour. Additionally, it offers evidence of heterogeneity in the proposed causal relations, particularly, concerning the level of trust in the payment methods and the level of Internet experience.

Sequential Coherence as a Success Factor in Personal Selling

“…As the purchase decision is made with an emphasis on comparing the perceived benefits with the corresponding costs (Itani et al, 2019;Silva et al, 2019;Chang & Wildt, 1994), the seller must pay much attention to how the seller can convince prospective buyers. Relevant product knowledge is needed by the buyer in order to make a rational decision.…”

Determinasi Minat Beli Online Shopee

“…Pudaruth & Nursing, (2017) menemukan kemudahan mempengaruhi niat beli. Penelitian yang dikembangkan oleh (Silva et al, 2019) bahwa kepercayaan memiliki kemampuan dalam memdiasi risiko yang dirasakan terhadap minat beli online, kemudian dari perspektif yang berbeda kepercayaan juga mampu memediasi e-wom terhadap minat beli online (Bhandari & Rodgers, 2018). Penelitian (Silva et al, 2019) sebelumnya menjadikan variabel kepercayaan sebagai mediasi antara persepsi risiko dan ewom terhadap minat beli online, dan dari perspektif yang berbeda (Bhandari & Rodgers, 2018) menemukan bahwa variabel kepercayaan mampu memediasi antara e-wom terhadap minat beli online.…”

“…Minat beli merupakan sesuatu yang timbul setelah menerima rangsangan dari produk yang dilihatnya, kemudian muncul keinginan untuk membeli dan memilikinya (Kotler & Amstrong, 2012). Penelitian tentang Minat Beli telah banyak dikaji oleh penelitian sebelumnya seperti penelitian yang dikembangkan oleh (Abubakar & Ilkan, 2016), (Erkan & Evans, 2016), (Bataineh, 2015), (Lee et al, 2017), (Agussalim & Ali, 2017), (Setyadi & Ali, 2017), , (Farivar et al, 2017), (Silva et al, 2019), (Ho et al, 2017), (Larasetiati & Ali, 2019), (Firmansyah & Ali, 2019), (Liu & Guo, 2017), (Mosunmola et al, 2019), (Kaur & Quareshi, 2015), (Marriott & Williams, 2018), (Zhao et al, 2019), (Pappas, 2018), dan (Firmansyah & Ali, 2019).…”

“…Tidak adanya resiko yang dipersepsi oleh konsumen akan mempengaruhi perilaku konsumen (Schiffman & Kanuk, 2012). Penelitian tentang Persepsi Risiko telah banyak dikaji oleh penelitian sebelumnya seperti penelitian yang dikembangkan oleh (Farivar et al, 2017), (Silva et al, 2019), (Ho et al, 2017), (Kamalul Ariffin et al, 2018), (Hamid et al, 2016), (Pudaruth & Nursing, 2017;Wingate, 2019), (Gunawan & Huarng, 2015), (Pappas, 2016), (Park et al, 2019), dan (Yang et al, 2015).…”

“…Kepercayaan konsumen didefinisikan sebagai pengetahuan yang dimiliki konsumen dari kesimpulan yang dibuat tentang objek, atribut, dan manfaatnya (Mowen, 2012). Penelitian tentang Kepercayaan telah banyak dikaji oleh penelitian sebelumnya seperti penelitian yang dikembangkan oleh (Larasetiati & Ali, 2019), (Firmansyah & Ali, 2019), (Liu & Guo, 2017), (Mosunmola et al, 2019), (Kaur & Quareshi, 2015), (Marriott & Williams, 2018), (Zhao et al, 2019), (Pappas, 2018), (Firmansyah & Ali, 2019), (Ali, 2019), (Agussalim & Ali, 2017), (Ali, 2019), (Farivar et al, 2017), (Silva et al, 2019), ((Ho et al, 2017), (Pappas, 2016), (Park et al, 2019), (Yang et al, 2015), (Bulut & Karabulut, 2018), (Ali, 2019), (Matute et al, 2016), dan (Bhandari & Rodgers, 2018).…”