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Consumer Foreign Online Purchasing: The Impact of Knowledge, Uncertainty and Trust on Purchase Intention
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2022 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research question: What impact does knowledge, uncertainty and trust have on consumers' purchase intention?

Purpose: The purpose of this study is to investigate consumers’ foreign online purchase intention towards a POI retailer. The study investigates the impact of the three concepts of knowledge, uncertainty and trust on purchase intention in the context of consumer foreign online purchasing.

Method: This study applied a quantitative research strategy with a deductive approach. Based on the previous research and the conceptual model, hypotheses were developed. The total sample of this study resulted in 326 respondents, 16 of them were dropouts resulting in a total of 310 valid answers. The results of the primary data were analyzed through correlation and multiple regression analysis in IBM SPSS-Statistics.

Conclusion: The results of this study showed that all three concepts of knowledge, uncertainty and trust do significantly impact consumers’ purchase intention. However, the strength of the impact and whether the impact is positive or negative differ among the concepts. While trust resulted in having a positive and the strongest impact, knowledge was shown to have the weakest and negative impact on purchase intention. Moreover, consumers in this study found low uncertainty towards the POI retailer which therefore resulted in a positive impact of uncertainty on purchase intention in the context of consumer foreign online purchasing.

Place, publisher, year, edition, pages
2022. , p. 65
Keywords [en]
Purchase intention, Knowledge, Uncertainty, Trust, Consumer Foreign Online Purchasing, Partial online internationalization retailer
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-58467OAI: oai:DiVA.org:mdh-58467DiVA, id: diva2:1663578
Subject / course
Business Administration
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Available from: 2022-06-13 Created: 2022-06-02 Last updated: 2022-06-13Bibliographically approved

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