Determinants of Consumer’s Online Purchase Behavior in Zimbabwe

Abstract

. This study investigated online consumer behaviour among Zimbabweans living in Harare. The results show that Attitude has a positive effect on Purchase Intention and Attitude has a positive effect on behaviour. The results also show that Purchase Intention positively affects the relationship between Attitude and Behaviour. Meanwhile Facilitating Conditions positively moderated the relationship between Purchase Intention and Behaviour. Based on the research findings and conclusions, a number of recommendations and areas of future research are suggested.