Deciphering the Determinants of Online Purchase Intentions: Empirical Study of Behavioural Influences

Online purchase intent (OPI) is an important factor influencing purchase decisions. This study aims to develop and validate the causal relationship model of purchase behavior (PB) and OPI mediated by perceived usefulness (PU), attitude (AT), ease of use (EOU), and buying impulse (BI). Research samples, comprising females and males aged 18–24 years old, were randomly selected from a study in Bangkok and surrounding areas. Data were collected through questionnaires and analyzed by utilizing the integrated generalized structured component analysis with single group analysis. Findings indicate a mediation effect of OPI and PB on PU, AT, EOU, and BI, whereas mediation effects (β = .332), (β =.231). Results indicate that the PB component associated with OPI should be established (e.g. Providing customers with useful and reliable information on online PB can significantly influence their purchasing decisions, potentially leading to a transformative shift in consumer behavior across various domains).