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The Relationship between E-Commerce Purchase Drivers and Purchase Intention in Jordan
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Journal Article
The Relationship between E-Commerce Purchase Drivers and Purchase Intention in Jordan
2024
Overview
This study looks at the variables that affect Jordanian consumers' intentions to make online purchases, with a particular emphasis on the moderating effect of perceived transactional risk. It investigates how customer decisions are influenced by perceived transactional convenience, product country of origin (COO), and internet reviews. Structured questionnaires were used to gather quantitative data from 146 respondents. The results show that purchase intention is favorably influenced by COO, convenience, and reviews, but that these associations are adversely moderated by perceived transactional risk. In order to increase customer confidence, the study emphasizes the necessity of trust-building tactics, easy shopping experiences, and efficient review management. Businesses may improve participation in Jordan's e-commerce market by taking care of these issues. The report offers useful suggestions for enhancing e-commerce tactics together with insights into digital customer behavior in emerging regions.
Publisher
جامعة جرش
Subject
