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Mediating Effect of Subjective Norms in the Relationship Between Attitude and Online Purchase Decision


Affiliations
1 Professor, Universidad Nacional de San Agustín de Arequipa, Peru
2 Bachelor, Universidad Nacional de San Agustín de Arequipa, Peru
     

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Purpose : This study addressed the need for literature on the factors influencing consumer attitudes while making online purchase decisions. Specifically, the research aimed to determine the influence of subjective norms on the relationship between attitudes and online purchase decisions.

Methodology : Attitude, subjective norms, and purchase decision variables were analyzed through structural equation modeling (SEM) using Smart PLS software version 3.3.5. The empirical study was conducted on a sample of 654 respondents.

Findings : The results showed a positive and significant influence between consumer attitudes and online purchase decisions, which is mediated by subjective norms.

Practical Implications : It is recommended that marketing managers create an appropriate environment, designing strategies that take into account the influence exerted by subjective norms, thereby promoting the purchase intention towards the final decision.

Originality : This research proposed a model that incorporates subjective norms as a mediating and fundamental variable that the consumer takes into account when making online purchase decisions, a situation that has not been considered before.


Keywords

Attitude, subjective norms, purchase decision, behavior, friends, groups of reference

Paper Submission Date : August 2, 2022 ; Paper sent back for Revision : April 10, 2023 ; Paper Acceptance Date : April 30, 2023 ; Paper Published Online : July 15, 2023

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  • Mediating Effect of Subjective Norms in the Relationship Between Attitude and Online Purchase Decision

Abstract Views: 97  |  PDF Views: 0

Authors

Patricia Pilar Zirena-Bejarano
Professor, Universidad Nacional de San Agustín de Arequipa, Peru
Elbia Myreyle Chávez Zirena
Bachelor, Universidad Nacional de San Agustín de Arequipa, Peru

Abstract


Purpose : This study addressed the need for literature on the factors influencing consumer attitudes while making online purchase decisions. Specifically, the research aimed to determine the influence of subjective norms on the relationship between attitudes and online purchase decisions.

Methodology : Attitude, subjective norms, and purchase decision variables were analyzed through structural equation modeling (SEM) using Smart PLS software version 3.3.5. The empirical study was conducted on a sample of 654 respondents.

Findings : The results showed a positive and significant influence between consumer attitudes and online purchase decisions, which is mediated by subjective norms.

Practical Implications : It is recommended that marketing managers create an appropriate environment, designing strategies that take into account the influence exerted by subjective norms, thereby promoting the purchase intention towards the final decision.

Originality : This research proposed a model that incorporates subjective norms as a mediating and fundamental variable that the consumer takes into account when making online purchase decisions, a situation that has not been considered before.


Keywords


Attitude, subjective norms, purchase decision, behavior, friends, groups of reference

Paper Submission Date : August 2, 2022 ; Paper sent back for Revision : April 10, 2023 ; Paper Acceptance Date : April 30, 2023 ; Paper Published Online : July 15, 2023




DOI: https://doi.org/10.17010/ijom%2F2023%2Fv53%2Fi7%2F170032