Factors affecting online shopping intention: An extension of the theory of planned behavior

While there is ample literature examining the different factors that lead to online shopping intention internationally, there is no published study on the topic that has been done for the Philippine market. Thus, this study aimed to determine the key factors affecting online shopping intention among...

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Main Author: Cardillo, Juli F.
Format: text
Language:English
Published: Animo Repository 2018
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Online Access:https://animorepository.dlsu.edu.ph/etd_masteral/6416
https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13495/viewcontent/CARDILLO_JF2.pdf
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_masteral-134952022-10-07T06:54:35Z Factors affecting online shopping intention: An extension of the theory of planned behavior Cardillo, Juli F. While there is ample literature examining the different factors that lead to online shopping intention internationally, there is no published study on the topic that has been done for the Philippine market. Thus, this study aimed to determine the key factors affecting online shopping intention among Millennials in the Philippines using the proposed extended Theory of Planned Behavior (TPB); and to examine whether or not age and duration of use moderate the relationship between the identified factors and online shopping intention. The study employed the questionnaire strategy which was administered to 220 respondents. Results were analyzed using different regression models. Attitude, subjective norm and perceived behavioral control were found to significantly affect online shopping intention among Filipino Millennials, which proves the validity of TPB in predicting online shopping intention. Moreover, results show that convenience, website-related factor and web-shopping enjoyment significantly affect online shopping intention by influencing attitude; informational social influence significantly affect online shopping intention by affecting subjective norm; and self-efficacy significantly affect online shopping intention by influencing perceived behavioral control. Lastly, it was found that age significantly moderates the relationship between subjective norm and online shopping intention, while duration of use significantly moderates the relationship between perceived behavioral control and online shopping intention. This study provides rich insights that the Philippine e-commerce platforms can utilize for product development, pricing and promotions; and fills the research gap in the Philippine e-commerce literature. 2018-12-01T08:00:00Z text application/pdf https://animorepository.dlsu.edu.ph/etd_masteral/6416 https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13495/viewcontent/CARDILLO_JF2.pdf Master's Theses English Animo Repository Teleshopping Consumer behavior Marketing
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
topic Teleshopping
Consumer behavior
Marketing
spellingShingle Teleshopping
Consumer behavior
Marketing
Cardillo, Juli F.
Factors affecting online shopping intention: An extension of the theory of planned behavior
description While there is ample literature examining the different factors that lead to online shopping intention internationally, there is no published study on the topic that has been done for the Philippine market. Thus, this study aimed to determine the key factors affecting online shopping intention among Millennials in the Philippines using the proposed extended Theory of Planned Behavior (TPB); and to examine whether or not age and duration of use moderate the relationship between the identified factors and online shopping intention. The study employed the questionnaire strategy which was administered to 220 respondents. Results were analyzed using different regression models. Attitude, subjective norm and perceived behavioral control were found to significantly affect online shopping intention among Filipino Millennials, which proves the validity of TPB in predicting online shopping intention. Moreover, results show that convenience, website-related factor and web-shopping enjoyment significantly affect online shopping intention by influencing attitude; informational social influence significantly affect online shopping intention by affecting subjective norm; and self-efficacy significantly affect online shopping intention by influencing perceived behavioral control. Lastly, it was found that age significantly moderates the relationship between subjective norm and online shopping intention, while duration of use significantly moderates the relationship between perceived behavioral control and online shopping intention. This study provides rich insights that the Philippine e-commerce platforms can utilize for product development, pricing and promotions; and fills the research gap in the Philippine e-commerce literature.
format text
author Cardillo, Juli F.
author_facet Cardillo, Juli F.
author_sort Cardillo, Juli F.
title Factors affecting online shopping intention: An extension of the theory of planned behavior
title_short Factors affecting online shopping intention: An extension of the theory of planned behavior
title_full Factors affecting online shopping intention: An extension of the theory of planned behavior
title_fullStr Factors affecting online shopping intention: An extension of the theory of planned behavior
title_full_unstemmed Factors affecting online shopping intention: An extension of the theory of planned behavior
title_sort factors affecting online shopping intention: an extension of the theory of planned behavior
publisher Animo Repository
publishDate 2018
url https://animorepository.dlsu.edu.ph/etd_masteral/6416
https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13495/viewcontent/CARDILLO_JF2.pdf
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