Key Antecedents of Online Purchase Behaviour of Customers: Application of Theory of Reasoned Action

Abstract

Online shopping plays an integral role in the daily routines of individuals, compelling consumers to shift their traditional purchasing habits to digital platforms due to the widespread influence of digitalization. This study aims to evaluate the impact of several key factors on online shopping behavior. Utilizing the Theory of Reasoned Action, the research focuses on perceived usefulness, perceived risk, website quality, and product information as determinants influencing customers' behavior in online shopping, while also considering the moderating effect of attitude toward online shopping. The study adopts a descriptive research approach and administers a structured questionnaire to 224 online shoppers, employing convenience sampling. Results indicate that perceived risk significantly shapes consumers' attitudes toward online shopping compared to other factors such as perceived usefulness, website quality, and product information. Consequently, this suggests that online retailers can devise strategies centered on fostering trust among consumers, thereby influencing their inclination to make purchases through online platforms.