Authors: Bikramjit Rishi; Abdul Hadi M. Al Khasawneh
Addresses: Institute of Management Technology (IMT), Raj Nagar, Hapur Road, Ghaziabad, Uttar Pardesh, 201001, India ' College of Business Administration, American University in the Emirates, International Academic City, Dubai - UAE
Abstract: In the online environment, lack of interaction among the buyers and the sellers further establishes that it is essential to understand the antecedents of online purchase intention. This study theorises a conceptual model to establish the relationship of online purchase intention with the antecedents of online purchase intention in the United Arab Emirates (UAE) market. The outcomes of the study are helpful to the online marketers to design a better marketing strategy to influence the online purchase intention of the online customers. The selected constructs borrowed from the literature have been used for data collection from Emirati consumers. Survey data from 478 Emirati consumers have been used to validate the conceptual model by using the factor analysis and multiple regression analysis. The study validates a conceptual model to establish the relationship among the antecedents of online purchase intention with the online purchase intention. The study has found out that brand orientation, prior online purchase experience, impulse purchase orientation, quality orientation and online trust have a significant influence on the online purchase intention. However, brand orientation does not have a significant influence on the online purchase intention.
Keywords: online purchase intention; OPI; brand orientation; prior online purchase experience; POPE; impulse purchase orientation; IPO; quality orientation and online trust.
International Journal of Islamic Marketing and Branding, 2017 Vol.2 No.3, pp.200 - 214
Received: 24 Dec 2016
Accepted: 26 May 2017
Published online: 03 Nov 2017 *