IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v11y2024i1p2393742.html
   My bibliography  Save this article

Exploring the moderation effect of consumers’ demography in the online purchase behavior

Author

Listed:
  • Ni Luh Putu Indiani
  • I Made Suniastha Amerta
  • Ilham Sentosa

Abstract

Research findings on the relationship between online purchase intention and actual purchase show inconsistencies, suggesting that intention alone does not adequately predict online purchasing behavior. Field data reveal that only 30% of consumers who express interest in an online product actually make a purchase, challenging the Theory of Planned Behavior (TPB) which asserts that intention significantly influences behavior. This study aims to enhance TPB by examining the moderating effect of consumer demography on the intention-purchase relationship. A survey of 450 internet shoppers was conducted, with data analyzed using Partial Least Square. Results indicate that online purchase intention, eWOM, and trust significantly impact online purchases, with eWOM and trust being fully mediated by online purchase intention. Demographic factors did not moderate the intention-purchase relationship but did influence the trust-purchase relationship. Trust also served as a moderator. Previous studies have explored the moderating effect of demography on factors influencing online purchase intention, but not on the intention-actual purchase relationship, which is the research gap this study addresses.

Suggested Citation

  • Ni Luh Putu Indiani & I Made Suniastha Amerta & Ilham Sentosa, 2024. "Exploring the moderation effect of consumers’ demography in the online purchase behavior," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2393742-239, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2393742
    DOI: 10.1080/23311975.2024.2393742
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2024.2393742
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2024.2393742?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:11:y:2024:i:1:p:2393742. 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.