ATTRIBUTES TEMPTING STUDENTS' ONLINE PURCHASE INTENTION: THE MEDIATING ROLE OF PRE-PURCHASE SEARCHING

Abstract

This study aims to examine the relationship between perceived usefulness (PU), perceived risk (PR) and online purchase intention (OPI). Furthermore, this study has endeavoured to elucidate the mediating role of pre-purchase searching (PS) between perceived risk (PR) and perceived usefulness (PU) and online purchase intention. This research is a correlational study conducted among students of Universiti Sains Malaysia to examine the purchase intention for online shopping. The variables are neither controlled nor manipulated. Data would be collected from the students in Universiti Sains Malaysia who are online purchase consumers. The results have supported the hypothesized direct and mediated relationship. The present study encompasses the body of knowledge through testing the Theory of Perceived Risk (TPR) and postulates empirical evidence on the hypothesized relationship. Moreover, this research study has contributed to the prevailing theory by assessing pre-purchase intention mediating by using partial least square structural modelling (PLS-SEM).