Conducted by PIT
, Started on 2022 -
Completed on 2023
Completed
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The research on Electronic Commerce and Customer Intentions in Online Shopping delves into the investigation of consumers' intentions in the realm of online shopping. Employing Davis' Technology Acceptance Model (TAM), the study emphasizes perceived ease of use (PEOU), perceived usefulness (PU), and perceived risk (PR) as independent variables, integrating online purchase intention and attitude into the TAM and Theory of Reasoned Action (TRA) models. The impact of the Prior Online Shopping Experience (POSE) on these characteristics is also explored. A convenience sample of 50 respondents participated in the questionnaire, achieving a 100% completion rate. Data analysis involved descriptive statistics, such as frequency distribution and weighted mean. The findings reveal that PEOU exerts the most significant indirect positive effect on online purchasing intention through attitude. PU directly and positively influences consumer attitudes toward online shopping. Interestingly, PR does not affect attitudes or intentions related to internet shopping. Additionally, POSE influences both PEOU and PU. Attitudes toward online shopping intent (ATOSI) also play a role in shaping online shopping intentions (OSI). This study sheds light on the motivations of internet shoppers in Palompon, Leyte, highlighting that usability and utility are crucial drivers of online purchasing intent. Contrary to expectations, online shopping attitudes and intentions remain unaffected by perceived risk. Moreover, the study underscores the impact of online shopping history on the perceived ease of use and usefulness. To enhance customer engagement, the research suggests that businesses and policymakers should focus on improving the perceived simplicity and utility of online shopping platforms while proposing effective risk-reduction methods. Additionally, the report recommends further exploration of other factors influencing individuals with online shopping intentions.