Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category

Abstract

This study aims to analyze the role of the Attitude variable in mediating Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use on Online Purchase Intention for the fashion product category. The population of this study is people located in the Greater Jakarta area who have never shopped for fashion products online, with a total sample of 200 respondents. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that Subjective Norm, Perceived Behavior Control, and Perceived Ease of Use had a positive and significant effect on Attitude. Attitude has a positive and significant effect on Online Purchase Intention of fashion products. Subjective Norm and Perceived Ease of Use have a positive and significant effect on Online Purchase Intention of fashion products. However, Perceived Behavior Control does not affect the Online Purchase Intention of fashion products. The implications of this research are discussed further in the article.