The factors' impact on intentions to buy and consumer online shopping behavior in Siem Reap Municipality

This research aims to analyze the effects of product packaging, product price, safety and reliability, and motivation on consumer purchase intentions, as well as the effects of purchase intentions on consumer online shopping behavior. This study used a multi-stage sampling technique and had a sample size of 384 online shopping customers in Siem Reap Municipality. The data collection instrument was designed in the form of a closed-ended question with a 5-point Likert scale. The data obtained from the questionnaire were analyzed using SPSS v.26. The results of the linear regression analysis showed that product price, safety and reliability, and motivation had a positive effect on purchase intention. Similarly, purchase intention also has a positive impact on consumer online shopping behavior. These results contribute to supporting the theory and help online companies/retailers to better understand consumer behavior.