IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v8y2021i1p1978370.html
   My bibliography  Save this article

Key antecedents of consumer purchasing behaviour in emerging online retail market

Author

Listed:
  • Ni Luh Putu Indiani
  • Sagung Ningrat Shinta Febriandari

Abstract

Despite rapid growth in Indonesian e-commerce transactions, the profile is far below its actual potential compared to other Asian countries. It implies a low intention of Indonesians to conduct an online purchase. Therefore, a study that examines key factors that influence online purchase intention becomes necessary. This research aimed to analyse the influence of perceived benefit and perceived risk toward online purchase intention and actual purchase. A survey was conducted to collect data. Respondents were consumers who have bought retail products online. This study received 450 valid samples. Data was analysed using Partial Least Square. The result showed online purchase intention positively and significantly influence actual purchase. Perceived benefit has a positive and significant influence on online purchase intention and actual purchase. Remarkably, perceived risk does not exert a significant influence on online purchase intention and actual purchase. These insignificant relationships are allegedly due to online practices implemented in the marketplace as well as the respondents’ characteristics. As managerial implications, it is recommended that online retailers emphasize the benefits of online shopping in their communication material and provide enhanced benefits to online consumers to increase online sales.

Suggested Citation

  • Ni Luh Putu Indiani & Sagung Ningrat Shinta Febriandari, 2021. "Key antecedents of consumer purchasing behaviour in emerging online retail market," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1978370-197, January.
    • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1978370
    DOI: 10.1080/23311975.2021.1978370
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2021.1978370
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2021.1978370?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1978370. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.