Factors affecting intentions to purchase via the internet

Abstract

Purpose - To investigate web-shopping behaviour in Hong Kong: identification of the general attitude towards web-shopping; relationships between past web-shopping experience, attitude towards web-shopping, adoption decisions, search behaviour and web-shopping intentions; and influences of promotional offers and product categories on web-shopping intentions. Design/methodology/approach - Relevant hypotheses were constructed and a web-based questionnaire survey was than conducted using technically educated subjects. The proposed hypotheses were statistically tested and principal components analysis and structural equations were used to produce a structural model. Findings - Web-shopping intentions are directly affected by web-search behaviour and web-shopping adoption decisions, and are indirectly affected by web-shopping attitudes, past web-shopping experiences and past experience with the web. Web-search behaviour was a stronger factor than adoption decision in terms of influencing web-shopping intentions. The presence of promotional offers had a positive effect on web-shopping intentions, and web-shopping intentions were different for different product categories. Research limitations/ implications - The sample employed was composed of technically educated undergraduates and graduates and thus limiting generalizations to a higher levels. Practical implications - Experienced internet users and experienced web-shoppers are more likely to be potential future web-shoppers. Those who have a general dislike for shopping and who tend to buy in a great haste when the purchase becomes absolutely necessary may eventually be another group to become web-shoppers. Originality/value - The primary value of this paper lies in extending the understanding of Hong Kong web-shopper behaviour, and in developing an empirical model that can partly explain the processes leading to web-shopping intentions. © Emerald Group Publishing Limited.