Determinants of online purchase intention: a PLS-SEM approach: evidence from Indonesia

Abstract

Purpose The purpose of this paper is to identify the factors affecting consumers' online purchase intention and to explore whether there was any significant difference between the path coefficients for males and females. Design/methodology/approach Data were collected by distributing questionnaires to 668 Indonesian consumers who were actively using the internet. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) in SmartPLS 3.0 software. Findings Results show that performance expectancy, effort expectancy and personal innovativeness are three influential factors and have a higher path coefficient in both the male and female groups. Anxiety shows a negative and significant relationship with online purchase intention for female consumers than for male consumers. Furthermore, the results of MGA analysis indicate that most factor coefficients in the determinants of online purchase intentions are not significantly different between males and females. Practical implications These results help the web retailers to consider the important factors in their strategies when they make strategic decisions as key factors affecting online buying intention. Besides this, the strong relationship between anxiety and intention for females has important implications for managers and designers should pay attention to this factor when designing the content on their business website. Originality/value Even though several marketing scholars discuss the factors influencing online shopping behavior, a few studies have shown the role of anxiety and personal innovativeness and their effect on online purchasing that fitted as supplements into the Unified Theory of Acceptance and Use of Technology (UTAUT). In addition, so far, no studies have effectively made a comparative analysis across gender, i.e. are personal and UTAUT factors in the determinants of online purchase intention significantly different across gender?

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