Antecedent of Online Buying Behavior

Aekram Faisal


This research was conducted to determine the effect of availability, low price, promotion, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust, and variety seeking on online buying behavior. This study aims to examine what factors influence online buying behavior. The methodology of this research is to test the research hypothesis. Sampling with a questionnaire of 250 respondents who are consumers who have shopped online in the past year. Non-probability sampling technique using purposive sampling method. The analysis tool is structural equation model (SEM). The results of this study indicate that low price, convenience, perceived ease of use, attitude, time consciousness, trust, and variety seeking service are factors that can directly influence online buying behavior. Whereas availability, promotion, comparison, and customer service are not factors that can directly influence online buying behavior. This study has limitations, including this research only carried out on customers from online stores found on the online shopping website in jabodetabek, besides that this research is only limited to variables that directly affect online buying behavior without seeing any mediating factors. The implication of this research is that managers can increase the factors that can influence purchasing behavior online, and this research can also be a reference for marketers to implement appropriate strategies to increase their sales.

Keywords:  online buying behavior.


online buying behavior

Full Text:


Article Metrics

Abstract views : 0| PDF views : 0


Ahuja, M., Gupta, B., & Raman, P. (2003). An empirical investigation of online consumer purchasing behavior. Communications of the ACM, 46(12), 145-151.

Andrews, L., Kiel, G., Drennan, J., Boyle, M. V., & Weerawardena, J. (2007). Gendered perceptions of experiential value in using web-based retail channels. European Journal of Marketing, 41(5/6), 640-658.

APJII. (2016). Survey Internet APJII (Asosiasi Pengguna Jasa Internet Indonesia) 2016, from

Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22(1), 145-157.

Barkhi, R., & Wallace, L. (2007). The impact of personality type on purchasing decisions in virtual stores. Information Technology and Management, 8(4), 313-330.

Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in human behavior, 26(5), 857-869.

Beldona, S., Morrison, A. M., & O’Leary, J. (2005). Online shopping motivations and pleasure travel products: a correspondence analysis. Tourism Management, 26(4), 561-570.

Benson, V., Saridakis, G., Tennakoon, H., & Jean-Noel, E. (2015). The role of security notices and online consumer behaviour: an empirical study of social networking users. International Journal of Human-Computer Studies, 80, 36-44.

Brynjolfsson, E., & Smith, M. D. (2000). Frictionless commerce? A comparison of Internet and conventional retailers. Management science, 46(4), 563-585.

Chae, Seong Wook and lee, Kun Chang (2013) "Exploring the effect of the human brand on consumers' decision quality in online shopping: An eye‐tracking approach", Online Information Review, Vol. 37 Iss: 1, pp.83 – 100

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of retailing, 77(4), 511-535.

Cho, J. (2004). Likelihood to abort an online transaction: influences from cognitive evaluations, attitudes, and behavioral variables. Information & Management, 41(7), 827-838.

Clemes, M. D., Gan, C., & Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21(3), 364-375.

Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9), 986-992.

Darian, J. C. (1987). In-home shopping: are there consumer segments?. Journal of retailing.63(2), 163-186.

Davis, F. D. (1989). Perceived usefulness perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.

Dawson, S., & Kim, M. (2010). Cues on apparel web sites that trigger impulse purchases. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230-246.

Donthu, Naveen, and Adriana Garcia (1999), The Internet Shopper. Journal of Advertising Research, 39(3), 52–58.

Doolin, B., Dillon, S., Thompson, F., & Corner, J. L. (2005). Perceived risk, the Internet shopping experience and online purchasing behavior: A New Zealand perspective. Journal of Global Information Management (JGIM), 13(2), 66-88.

Forrester Consulting, 2014. The State of Digital Coupons. Available at: http://www. (accessed October 2014).

Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of interactive marketing, 20(2), 55-75.

Gefen D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 27(1), 51-90.

Ghobakhloo, M., Arias-Aranda, D., & Benitez-Amado, J. (2011). Adoption of e-commerce applications in SMEs. Industrial Management & Data Systems, 111(8), 1238-1269.

Grabner-Kräuter, S. (2009). Web 2.0 social networks: the role of trust. Journal of business ethics, 90(4), 505-522.

Granados, N., Gupta, A., & Kauffman, R. J. (2008). Designing online selling mechanisms: Transparency levels and prices. Decision Support Systems, 45(4), 729-745.

Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis (ed.): Pearson Prentice Hall.

Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158.

Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13.

Hermes, N. (2000). Fiscal decentralisation in developing countries, Review of medium being reviewed title of work reviewed in italics. De Economist, 148(5), 690-692.

Hernández, B., Jiménez, J., & Martín, M. J. (2010). Customer behavior in electronic commerce: The moderating effect of e-purchasing experience. Journal of business research, 63(9-10), 964-971.

Hoch, S. J., Bradlow, E. T., & Wansink, B. (1999). The variety of an assortment. Marketing Science, 18(4), 527-546.

Hoffman, D. L., & Novak, T. P. (1997). A New Marketing Paradigm for Electronic Commerce. The Information Society, 13(1), 43-54.

Hoffman, D. L., Novak, T. P., & Peralta, M. A. (1999). Information privacy in the marketspace: Implications for the commercial uses of anonymity on the Web. The Information Society, 15(2), 129-139.

Howardell, D. (2003). How to improve customer service. Retrieved November, 6, 2007.

Hsiao, K. -L., Lin, J., Wang, C. -C., Lu, X. -Y., & Yu, H. -P. H. (2010). Antecedents and consequences of trust in online product recommendations: an empirical study in social shopping. Online Information Review, 34(6), 935-953.

Iqbal, S. & Rehman and Hunjra, A. I. (2012). Consumer Intention to Shop Online: B2C E-Commerce in in Developing Countries. Middle East Journal of Scientific Research, 12(4), 424-432.

Jadhav, V., & Khanna, M. (2016). Factors influencing online buying behavior of college students: A qualitative analysis. The Qualitative Report, 21(1), 1-15.

Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet. Electronic marketing and the consumer, 1(12), 139-154.

Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information technology and management, 1(1-2), 45-71.

Jeong, M., & Lambert, C. U. (2001). Adaptation of an information quality framework to measure customers’ behavioral intentions to use lodging Web sites. International Journal of Hospitality Management, 20(2), 129-146.

Joines, J. L., Scherer, C. W., & Scheufele, D. A. (2003). Exploring motivations for consumer Web use and their implications for e-commerce. Journal of consumer marketing, 20(2), 90-108.

Kahn, B. E. (1995). Consumer variety-seeking among goods and services. Journal of Retailing and Consumer Services, 2(3), 139-148.

Kannan, P. K., & Kopalle, P. K. (2001). Dynamic Pricing on the Internet: Importance and Implications for Consumer Behavior. International Journal of Electronic Commerce, 5(3), 63-83.

Kaufman, C. F., Lane, P. M., & Lindquist, J. D. (1991). Exploring more than 24 hours a day: A preliminary investigation of polychronic time use. Journal of consumer research, 18(3), 392-401.

Keeney, R. L. (1999). The value of Internet commerce to the customer. Management science, 45(4), 533-542.

Khan, B. E., & Lehmann, D. R. (1991). Modeling choice among assortments. Journal of Retailing, 67(3), 274-300.

Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service delivery and the moderating role of time consciousness. Journal of retailing, 83(1), 33-46.

Kotler, P., Keller, K. L., (2016). Marketing management (15th ed.). Global Edition:Pearson Education, Inc.

Lee, J.-N., Pi, S.-P., Kwok, R. C.-W., & Huynh, M. Q. (2003). The contribution of commitment value in internet commerce: An empirical investigation. Journal of the Association for Information Systems, 4, 39-64.

Levy, R. (2000). Lending a Hand Electronically. Direct Marketing, 63(2), 37-42.

Li, X. (2016). Could deal promotion improve merchants’ online reputations? The moderating role of prior reviews. Journal of Management Information Systems, 33(1), 171-201.

Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.

Lu, X., Ba, S., Huang, L., & Feng, Y. (2013). Promotional marketing or word-of-mouth? Evidence from online restaurant reviews. Information Systems Research, 24(3), 596-612.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.

Mortazavi, M., Rahim Esfidani, M., & Shaemi Barzoki, A. (2014). Influencing VSN users’ purchase intentions: The roles of flow, trust and eWOM. Journal of Research in Interactive Marketing, 8(2), 102-123.

Nazir, S., Tayyab, A., Sajid, A., &Javed, I. (2012). How Online Shopping Is Affecting Consumers Buying Behavior in Pakistan? International Journal of Computer Science Issues(IJCSI), 9(3), 486-495.

Oh, J. C., Yoon, S. J., & Park, B. I. (2012). A structural approach to examine the quality attributes of e-shopping malls using the Kano model. Asia Pacific Journal of Marketing and Logistics, 24(2), 305-327.

Palazon, M., & Delgado-Ballester, E. (2011). The expected benefit as determinant of deal-prone consumers' response to sales promotions. Journal of Retailing and Consumer Services, 18(6), 542-547.

Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International journal of retail & distribution management, 31(1), 16-29.

Prasad, C. J., & Aryasri, A. R. (2009). Determinants of shopper behaviour in e-tailing: An empirical analysis. Paradigm, 13(1), 73-83.

Rehman, K. U., Rehman, I. U., Ashfaq, M., & Ansari, S. (2011).Examining online Purchasing Behavior: A caseof Pakistan. International Proceedings of Economics Development & Research, 5(2), 262-265.

Reibstein, D. J. (2002). What attracts customers to online stores, and what keeps them coming back?. Journal of the academy of Marketing Science, 30(4), 465.

Roulac, S. (1994). Retail real estate in the 21st century: information technology+ time consciousness+ unintelligent stores= intelligent shopping? NOT!. Journal of Real Estate Research, 9(1), 125-150.

Saffu, K., Walker, J. H., & Mazurek, M. (2012). Perceived strategic value and e-commerce adoption among SMEs in Slovakia. Journal of Internet commerce, 11(1), 1-23.

Schaupp, L. C., & Bélanger, F. (2005).A conjoint analysis of online consumer satisfaction. Journal of Electronic Commerce Research, 6(2), 95-111.

Sekaran, U. & Bougie R. (2010). Research Methods for Business: A Skill Building Approach, 5th edition, John Wiley & Sons.

Sin, L., & Tse, A. (2002). Profiling internet shoppers in Hong Kong: demographic, psychographic, attitudinal and experiential factors. Journal of International Consumer Marketing, 15(1), 7-29.

Soares, A. M., Pinho, J. C., & Nobre, H. (2012). From social to marketing interactions: The role of social networks. Journal of Transnational Management, 17(1), 45-62.

Starkov, M., & Price, J. (2003). Online travelers prefer booking directly on the hotel website. WiredHotelier. com.

Steinhart, Y., Mazursky, D., & Kamins, M. (2013). The process by which product availability triggers purchase. Marketing Letters, 24(3), 217–228.

Suh, B. and Han, I. (2002), “Effect of trust on customer acceptance of internet banking”, Electronic Commerce Research and Applications, Vol. 1 Nos 3‐4, pp. 247‐63.

Swaminathan, V., Lepkowska-White, E., & Rao, B. P. (1999). Browsers or buyers in cyberspace? An investigation of factors influencing electronic exchange. Journal of Computer-Mediated Communication, 5(2), 1-23.

Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309–322.

Van Herpen, E., & Pieters, R. (2002). The variety of an assortment: An extension to the attribute-based approach. Marketing Science, 21(3), 331-341.

Vijay, Sai. T. & Balaji, M. S. (May 2009), Online Shopping in India: Findings from a Consumer Research, Marketing Mastermind, Vol. 5, the ICFAI University Press.

Vijayasarathy, L. R., & Jones, J. M. (2000). Print and Internet catalog shopping: assessing attitudes and intentions. Internet Research, 10(3), 191-202.

Yaoyuneyong, G., Foster, J. K., & Flynn, L. R. (2014). Factors impacting the efficacy of augmented reality virtual dressing room technology as a tool for online visual merchandising. Journal of Global Fashion Marketing, 5(4), 283-296.

Zahedi, F. M., & Song, J. (2008). Dynamics of trust revision: using health infomediaries. Journal of Management Information Systems, 24(4), 225-248.

Zhou, T. (2011). Examining the critical success factors of mobile website adoption. Online Information Review, 35(4), 636-652.



  • There are currently no refbacks.

Copyright (c) 2020 Indonesian Management and Accounting Research (IMAR)

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.



Indonesian Management and Accounting Research
ISSN : 2442-9724 Online
ISSN : 1411-8858 Print

Published by
Lembaga Penerbit Fakultas Ekonomi dan Bisnis, Universitas Trisakti
(Faculty of Economics and Business, Trisakti University)
Gedung Hendriawan Sie, 3rd floor
Jalan Kyai Tapa No.1, Grogol
Jakarta Barat, Indonesia
Post Code : 11440




Indonesian Management and Accounting Research Indexed by:





Creative Commons License
Indonesian Management and Accounting Research 
is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.