Determinants of intention to use digital marketing: A study among consumers' intention in purchasing agro-based products in Selangor.

Abstract

This comprehensive study delves into the multifaceted factors shaping consumers' intentions to engage in the purchase of agro-based products through digital marketing within the context of Selangor. Anchored in the theory of planned behavior, the research meticulously scrutinizes the intricate interplay of attitudes, subjective norms, and perceived behavioral control, dissecting their impact on consumers' proclivity to embrace digital marketing for agro-based product procurement. A robust dataset of responses from 385 participants was meticulously gathered through a survey questionnaire, and subsequent analysis employed both descriptive statistics, chi-square analysis and regression analysis. The study's insightful conclusions highlight how important perceived behavioral control is and clarify how much of an impact it has on customers' willingness to choose to buy agro-based products via digital marketing channels. Furthermore, the research illuminates a noteworthy correlation between consumers' demographics and their inclination to engage in agro-based product purchases through digital platforms. In essence, this study serves as a rich repository of insights into the intricate dynamics influencing consumers' intentions to leverage digital marketing for agro-based products acquisitions in Selangor. The nuanced findings hold substantial relevance for businesses and marketers operating in the agribusiness sector, offering a roadmap for refining marketing strategies and fostering more profound consumer engagement in this evolving digital landscape.