Effect of Attitude Mediating Subjective Norm, Perceived Behaviour Control, and Perceived Ease of Use on Online Purchase Intention Fashion Product Category
نویسندگان
چکیده
This study aims to analyze the role of Attitude variable in mediating Subjective Norm, Perceived Behavior Control, and Ease Use on Online Purchase Intention for fashion product category. The population this is people located Greater Jakarta area who have never shopped products online, with a total sample 200 respondents. data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). results found that had positive significant effect Attitude. has products. Norm However, Control does not affect implications research are discussed further article.
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ژورنال
عنوان ژورنال: European Journal of Business and Management Research
سال: 2021
ISSN: ['2507-1076']
DOI: https://doi.org/10.24018/ejbmr.2021.6.6.1135