The Factors Influence Purchase Intention Of Dietary Supplement Product Through E-Commerce Platform

Tang, Boon Fang (2019) The Factors Influence Purchase Intention Of Dietary Supplement Product Through E-Commerce Platform. [Final Year Project Report] (Unpublished)

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Abstract

This research is going to study on the factors influence purchase intention of dietary supplement product through e-commerce platform. The research objectives are to identify the factors influence the consumer trust and purchase intention of dietary supplement in-commerce platform in Penang, Malaysia and investigate on the six factors which are perceived ease of use, perceived usefulness, perceived risks, company reputation, customer experience and online customer's review toward online trust and purchase intention on dietary supplement product in e-commerce platform. The conceptual framework is developed from Technology Acceptance Model (TAM) and Theory Planned Behavioral (TPB). There are total 384 respondents are distributed through both online and paper-based questionnaires in Penang. There are few methods used to analysis the data which are factor analysis, Cronbach' s Alpha, reliability test, convergent validity, discriminant validity and structural model (R?, Beta, T-value, Pvalue and effect size). The result show that 4 factors which are perceived risks, company reputation, customer experience and online customer review are significantly affected the online trust. The recommendation for this study should focused on the multi-language version of questionnaire, specific brand products and area to get more accurate data based the limitation for this study.

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