ONLINE SHOPPING MOTIVES AND BEHAVIORAL INTENTIONS: MODERATING EFFECTS OF AGE AND FREQUENCY OF ONLINE SHOPPING

Abstract

This study attempts to examine the role of hedonic and utilitarian antecedents of behavior on behavioral intention and encompasses age and frequency of online shopping as moderator variables to further evaluate the association among online shopping motives and behavioral intention in the context of online food delivery during Covid-19 pandemic in Malaysia. The study seeks to measure perceived usefulness, internal subjective, external subjective and hedonic motivation on predicting the behavioral intention amongst online food delivery customers on behavioral intention. The descriptive survey research design was utilized for this study. The target population was the online food delivery customers during Covid-19 pandemic in Malaysia. By using a convenient sampling technique, 135 sample participants were selected from the target population. The reliability scales were tallied by using Cronbach’s Alpha. The findings of the study are gleaned by using regression to investigate the role online shopping motives towards behavioral intention and whether age and frequency of shopping moderated the association between online shopping motives and behavioral intention. Through Statistical Package of Social Science (SPSS), Hayes process was used regarding the moderation effect. The main results of regression analysis validated that perceived usefulness, perceived ease of use and normative motives have a significant and positive effect on online purchase behavior intentions compared to hedonic motivation. Specifically, the study suggests that frequency of online shopping significantly moderates the perceived usefulness on the behavioral intention amongst online food delivery consumers during the pandemic.