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

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.