IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 10 NO. 11 2024
DOI: 10.56201/ijebm.v10.no11.2024.pg142.152

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Factors Affecting Consumer Purchase Intention Through The O2O Commerce Model Combined With A Learning Experience

Trong Quynh Dao and Nho Cuong Tran

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Abstract

The authors proposed a research model consisting of 8 factors: Attitude, belief, habit, usefulness, logistics, quality, variety, and combined experience. The research sample was collected through a survey randomly sent to 700 email addresses. After eliminating invalid ballots, 366 qualified samples were obtained. The study used the structural equation modeling method (SEM) to measure the impact of factors on intention. Results: Besides the perceived usefulness and attitude, customers' habits and beliefs about logistics products and services also affect online purchase intention. This result also helps managers realize the importance of factors influencing consumers' purchase intention through the O2O commerce model, thereby building appropriate business strategies.

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