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Online Purchase Involvement And Intention To Purchase Using Online Shopping Platforms Of Millennials In The 3rd District Of Laguna

Author

Listed:
  • Riza Marie V. De Asis-Banayo

    (Pamantasan ng Lungsod ng San Pablo)

Abstract

This study aims to determine the relationship between online purchase involvement and intention to purchase using online shopping platforms of millennials in the 3rd District of Laguna, descriptive research was carried out. Both surveys for the online purchase involvement and intention to purchase were administered among the three hundred eighty-six millennials’ respondents. A strong agreement rating of the online purchase involvement in terms of challenge, an agreed rating in terms of skills, telepresence, and focused attention, and a strong agreement rating to the intention to purchase using online shopping platforms, were noted. Statistical results revealed that there is a significant relationship between the variables. Online purchase involvement in terms of skill, challenge, telepresence and focused attention are significant predictors that influences the intention to purchase using online shopping platforms. Due to the foregoing results, techniques in online shopping platforms are proposed to improve the overall shopping experience of the customers. To capitalize on the factors influencing online purchase intention identified in the research (skill, challenge, telepresence, and focused attention), online sellers/platforms can consider these techniques. Specifically, online selling and live chat, and special deals, mystery boxes or grab bags competition and contest, utilize live chat, enticing product offers and bundles, interactive content and more offers and discount. Hence, it is suggested that a similar study may be conducted with an experimental design, to further understand the significance of the study. Thus, this study was limited to the millennial respondents in the 3rd District of Laguna.

Suggested Citation

  • Riza Marie V. De Asis-Banayo, 2025. "Online Purchase Involvement And Intention To Purchase Using Online Shopping Platforms Of Millennials In The 3rd District Of Laguna," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 9(1), pages 01-06, February.
    • Handle: RePEc:zib:zbmecj:v:9:y:2025:i:1:p:01-06
    DOI: 10.26480/mecj.01.2025.01.06
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    References listed on IDEAS

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    1. Yu-Wei Chuang, 2020. "Promoting Consumer Engagement in Online Communities through Virtual Experience and Social Identity," Sustainability, MDPI, vol. 12(3), pages 1-20, January.
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