Volume 20, No. 1, 2023
Factors Affecting Online Purchasing Intention In The Lebanese Context: The Mediating Role Of Attitudes
Jessica Tannoury
Abstract
This study aimed to investigate the relationship between enjoyment, perceived behavioural control, attitudes, and online purchasing intention in the Lebanese context. 400 respondents participated in this study, and structural equation modeling (SEM) was used to analyze the data. The study's results showed that both enjoyment and perceived behavioural control had a positive and significant effect on attitudes. Furthermore, attitudes positively and significantly affected online purchasing intention, suggesting that attitudes mediated the relationship between enjoyment, perceived behavioural control, and online purchasing intention. These findings indicate that individuals in the Lebanese context who perceive online shopping as enjoyable and believe they have control over their online shopping behaviour are more likely to have positive attitudes towards online shopping, increasing their intention to make online purchases. Overall, this study highlights the importance of creating enjoyable online shopping experiences and providing individuals with a sense of control over their online shopping behaviour to increase positive attitudes and online purchasing intentions among Lebanese consumers.
Pages: 104-123
Keywords: Enjoyment, Perceived Behavioral Control, Attitudes, Online Purchasing Intention