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Factors influencing consumers’ attitudes and purchase intentions of e-deals

Isaac Cheah (Curtin University of Technology, Perth, Australia)
Ian Phau (Curtin University of Technology, Perth, Australia)
Johan Liang (Curtin University of Technology, Perth, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 3 August 2015

10043

Abstract

Purpose

The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework.

Design/methodology/approach

Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses.

Findings

It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’ purchase intention towards e-deals.

Practical implications

Practitioners are advised to integrate social media (e.g. Facebook or Twitter) and online communities to approach the “leader” to influence new potential consumers to purchase e-deals. It is also important to maintain the good value of e-deals and emphasise the huge benefits of using e-deals to persuade consumers to purchase it.

Originality/value

The originality of this study lies in extending the TPB as a robust measurement to investigate online shopping behaviour in the context of e-deals.

Keywords

Citation

Cheah, I., Phau, I. and Liang, J. (2015), "Factors influencing consumers’ attitudes and purchase intentions of e-deals", Marketing Intelligence & Planning, Vol. 33 No. 5, pp. 763-783. https://doi.org/10.1108/MIP-05-2014-0081

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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