Online Purchasing Intention: Factors and Effects

Consumers’ direct use of Internet to purchase online still remains poor. This reluctance is a difficulty for the survival of e-commerce-based firms. It is then necessary to better attest for the reasons which push consumers to adopt or reject purchasing online. It is with these concerns that this study tries to determine the factors explaining online purchasing behaviour. The results indicate that perceived ease of use, perceived usefulness and previous experience are the factors which determine Internet use as a new business tool. This study adds to the existing literature the empirical validation of a model that integrates the effect of experience, gender and the traditional variables of the technology acceptance model on online purchasing intention. Understanding well the factors influencing online purchasing would allow firms the possibility of adjusting their strategies to finally attract most of their potential consumers and profit most from the opportunities offered by e-commerce. Key words: E-Commerce; Attitude towards online purchasing; Online purchasing intention