To study the factors that influence consumers’ attitude toward online purchase intention in Singapore.
Huynh, Tuan Hung
Cardiff Metropolitan University
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The purpose of this study is to examine whether the factors, including price, convenience, trust, online word-of-mouth and previous experience, significantly influence the consumers' attitude toward the purchase intention in the rapid growing online shopping industry in Singapore. This research proposed the research model along with the hypotheses to illustrate the relationship of the variables, and justified the difference in attitude and purchase intention of male and female shoppers. The quantitative research with the inductive approach was used in this study. The researcher conducted a pre-test on five college students, enrolled in East Asia Institute of Management, and thereafter modified the questionnaire for the actual survey. The actual survey was conducted on 180 college students in various universities in Singapore with 169 responses, and 89% of them were valid. The response of the respondents provided an insight of their attitude, feeling and intention toward online purchase regarding to the five influencing factors. The researcher conducted the KMO and Cronbach Alpha tests for validity and reliability of the data. Results from the survey indicated that all the influencing factors significantly explained the consumers' attitude through a series of simple and multiple regression analyses. The result also suggested the positive relationships between all the factors. Among the factors, trust revealed the strongest influence to consumers' attitude, and the attitude signaled the strongest influence to the purchase intention. The result also suggested a significantly strong influence of previous experience directly to the purchase intention. Furthermore, the researcher used independent sample t-test and discovered that there was no gender difference in attitude and purchase intention despite a slightly higher intention and positive attitude toward online purchase for male.
Masters in Business Administration
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