Factors Influencing the Adoption of Online Purchase

The aim of this study is to identify the adoption factors towards online purchase through Blogs in the Malaysian consumers' context. A conceptual model integrating five determinants namely, utilitarian orientation, hedonic orientation, trust, opinion leadership and website features were proposed in this study. The employed instrument was developed based on adaptation from previous studies. The instrument was then subjected to validity and reliability test which then confirm that the instrument was appropriate for this study. A survey was conducted to a total of 269 respondents from all over Malaysia where the findings reveal that all five proposed determinants have strong relationship with attitudes towards online shopping through Blogs; however only three determinants, namely trust, utilitarian and hedonic orientation posed a significant influence in determining attitudes towards Blogs purchase. The findings also indicate that attitudes will lead to intention to purchase through Blogs. The result is beneficial for marketers to understand factors influencing customer's attitudes and intention to purchase through Blogs.