Purpose – The purpose of this study is to reveal the significant consumption values of consumers that drive them towards online purchasing. The study conceptualised and analysed a consumption value model as a predictor for intention to purchase online in the context of Malaysian school leavers familiar with the internet. Design/methodology/approach – In order to achieve its aim, this study carried out empirical research using a structured questionnaire sent to the potential respondents. In addition, the data were analysed using the structural equation modelling technique. Findings – The result of the study indicates that functional and emotional values have a strong relationship and predict online purchasing intention. However, social, epistemic, and conditional values do not predict intentions to purchase online. Originality/value – The result will increase the understanding of owners and managers of e-commerce businesses and help them to formulate their business strategies in order to retain users and attract new ones. Furthermore, the study will also enable e-commerce stakeholders to offer products/services to consumers in order to enhance e-commerce activities.
Ramayah, T., Rahman, S. A., & Ling, N. C. (2018). How do consumption values influence online purchase intention among school leavers in Malaysia? Revista Brasileira de Gestao de Negocios, 20(4), 638–654. https://doi.org/10.7819/rbgn.v0i0.3139