Investigating the shopping orientations on online purchase intention in the e-commerce environment: A Malaysian study

The rapid growth of Internet technology development has enabled Malaysian consumers to purchase products or services from web-retailers and to search for product information over the Internet. As such, it is vital to identify the determinants of the customer online purchase intention. The first objective of this research is to evaluate the impact of shopping orientations on customer online purchase intention. The second objective is to identify which construct has the greatest impact on purchase intention. The findings revealed that impulse purchase intention, quality orientation, brand orientation and convenience orientation are positively related to the customer online purchase intention. It is also discovered that convenience orientation is the most important contributor to the online purchase intention.