Customer Purchased Intentions based on Online Display of Products: An Empirical Investigation

Abstract

This study investigates the relationship between purchase intentions within online displayed products framework and several associated factors, namely: perceived trust, perceived risk, perceived self-efficacy, subjective norm. Through a convenient sampling approach, 380 questionnaires were collected from NCR and subsequently analyzed using structural regression analysis. The findings reveal that the purchase intentions of respondents are significantly and positively influenced by factors such as Subjective norm, trust, and risk etc. Interestingly, as Subjective norm was viewed more positively, the perception of risks associated with online shopping among consumers decreases. While perceived risk does not play a significant role in influencing purchase intention. This study offers valuable insights into the determinants influencing purchase intentions within the realm of online displays. These findings are beneficial to both academic scholars and industry professionals. Despite its contributions, this research acknowledges potential limitations. Future studies might consider exploring other variables such as value perceptions, social presence, social proof, and the role of artificial intelligence tools. In essence, this research seeks to understand the underlying factors shaping purchase intentions in the online display framework, building on prior literature and highlighting the positive influence of displays on purchase intentions.