The Importance Of Online Shopping Intention

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Online Shopping Intention
Salisburyet al., 2001 explain that online purchase intention as a construct that provide the strength of customer intention to purchase on internet. When evaluating online consumer behavior it is observed online purchase intention is more applicable measure of intent to use web site (Pavlou2003). Further pavlou define purchase intention dependent on many factors. For the promotion of online purchase intention in consumers, online retailers will need to emphasis on these factors to enhance online purchases.
Customer Orientation
In a study which was conducted in UK and Italy shows that customer attitude toward internet shopping depends on understanding of retailer and consumer experience with online …show more content…

Further, the risky nature of online shopping required trust and risk play significant roles in completing online transactions (Pavlou, 2003). Jarvenpaa and Tractinsky (1999) says that trust play positive role towards the success of online transactions. Online trust more needed when customer share financial information and personal data for making a purchase online (Egger, 2006). Teo and Liu (2007) states, Online trust is centered on the perception of the risks or benefits of the online transaction. Number of studies has find that the more customer online trust the higher the number of online purchase intention (Verhagen et al., 2006; McKnightet al., 2002; Lim et al., 2006; Ling et al., 2010). Therefore, we …show more content…

Customer beliefs in framework of intention to shop online as “the extent to which a consumer believes that people who are important to him/her would recommend that the consumer engages in online shopping” (Vijayasarathy 2004). Tan et al (2007) divided subjective norms in two types, namely peer influence (friends and family) and external influence (mass medium, popular press and news reports). Foucault and Scheufele, (2002) define several consumers choose not to shop online if their friends or family do not suggest and encourage them to make purchases online. Thus, the following hypothesis is

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