Factors influencing online shopping intentions: The mediating role of perceived enjoyment

Abstract

The study aimed to understand factors influencing customers' online shopping intentions. This study used the technology acceptance model (TAM) and extended it, including social value and perceived enjoyment, to measure customers' intentions in the online shopping context. Three hundred one validated data was collected using personal interviews and the online survey approach through convenience sampling technique from 20 to 60 years old. Subsequently, data were analyzed through PLS-SEM. The measurement model was first examined to determine whether the constructs predict online shopping intentions. After validating the measurement model, the subsequent structural model was analyzed using Smart PLS 3.3.3. The study results revealed that perceived usefulness, attitude, social value, and perceived enjoyment are significant positive predictors of online shopping intentions. However, perceived ease of use insignificantly impacted online shopping intentions. Moreover, this study results showed that perceived enjoyment partially mediates the relationship between perceived usefulness, perceived ease of use, social value, and online shopping intentions. In contrast, the influence of attitude on intentions is insignificantly mediated by perceived enjoyment. This study will provide online e-retailers with insights into how practitioners can influence customers to shop online. Customer behaviour is the result of customers' intentions, built through perceived usefulness, ease of use, attitude, social value, and enjoyment.