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Perceived usefulness is related to Purchase Intention. Perceived usefulness affects the consumers’ purchase intention. Perceived usefulness was found to have a direct relationship with the online purchase intention. It has a direct effect on the behavioral intention that influences that purchase intention. The consumers will have positive intentions to buy products online when they are given the opportunity to make comparisons in order for them to make a better choice. Consumers prefer to buy online due to information stated in online reviews rather than friend’s recommendation on social media.
As a result, businesses that provide products or services that may assist the consumers in improving their performance may consider to market the products and services in online platforms and may consider to deliver the services through online. This is because based on the results derived from the past literature, consumers’ online purchase intention is affected by the perceived usefulness. For example, traditionally, accountants or human resource departments who provide payroll systems conventionally have already moved their services to online platforms such as Payroll Panda whereby it helps the consumers to resolve the payroll issue of the business owners in a swift manner anytime and anywhere.
Furthermore, perceived ease of use has a direct relationship with the Purchase Intention of consumers on the internet. The effect of Perceived Ease of Use on intention of online purchase is positive. Perceived Ease of Use affects the interest of human behaviour in using a purchase system which directly stimulates the online purchase intention. Research has shown that online purchase allows the consumers to have easier access to the products, and gives the opportunity to the consumer to buy the products online without the geographical limitation.
Thus, product sellers and service providers should make available a platform that sells the product or services which is able to be accessed by the consumers easily in order to increase the consumers’ intention to purchase. For example, websites providing retail services such as online games no longer require the purchase of the physical products such as pen drives or DVD, whereby the consumers will only require to purchase the software through Play Store or App Store with one click away with straightforward online payment method.
Next, in terms of perceived enjoyment, it is enhanced by the interactivity that will have a positive impact on the customer's purchase intention. The results of perceived enjoyment have a direct relationship with online purchase intention when the results are consistent with the prior studies referred by the author. The consumers will have the experiential value of fulfilling their pleasure-seeking needs through online purchase. If the consumer enjoys their online purchase experience, eventually it will cause the consumers to buy more.
Therefore, online selling platforms ought to be interesting in order to attract the consumers to buy more when online purchase experience plays a vital role in increasing the online purchase intention. Even conventional retail shops provide face-to-face services to the consumers, e-commerce websites provide plenty of discount promotional codes and online limited purchase events that give the consumers a different experience in purchasing their products online. These activities and attractiveness have significantly improved the online purchase experience of the consumers as it relates to the perceived enjoyment of the consumers.
Last but not least, there is a positive and significant relationship between perceived social influence and the behavioural intention to purchase online. The power of social networks will enhance the development of online purchase intentions of customers in future. Perceived social influence has a significant and direct relationship with the online purchase intention of the consumers. While looking at perceived social influence, the millennials or younger generation who are usually being much easier to be influenced by the trend and their peers will prefer to have unique characteristics and are more likely to decide their own lifestyles, and socially want the others to see them as “who they are” and emphasizing on their uniqueness.
In a nutshell, most of the age group of the consumers’ online purchase intention will be affected by the social influence. The marketing strategy of targeting specific age groups may be workable to baby boomers or generation X. However, such a method may not be suitable for targeting the millennials. For instance, in order to target the online purchase intention of the millennials, the seller may provide the products or services that emphasize on the uniqueness or focusing on providing customized products or services when involving millennials.
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