Analysing consumer online purchase intention in domestic appliance sector : A technology acceptance model approach - An empirical study

Abstract

In today’s digital era, consumers are increasingly inclined towards purchasing goods online, recognizing the convenience and benefits it offers. However, when it comes to buying domestic appliances online, there still exist concerns related to risk and trust. This study aimed to assess factors influencing consumers’ on-line purchase intention in the domestic appliance sector by employing an extended Technology Acceptance Model (TAM). Primary data was gathered from 212 respondents who have prior experience with online purchases. Exploratory factor analysis using SPSS 25 and regression analysis using Structural Equation Modelling (SEM) were employed to identify key determinants to establish relationships with consumers purchase intention. The factor analysis revealed four significant factors: trust (22.12%), risk (18.04%), perceived ease (16.08%), and perceived usefulness (14.23%), together accounting for 70.47% of the variance. Path analysis using SEM further demonstrated that trust (β = 0.51, p = 0.00) and risk (β = 0.35, p = 0.00) significantly influence consumers’ online purchase intention. By understanding these determinants, practitioners and online sellers of goods can unlock the full potential of online shopping in the domestic appliance sector.