Antecedent factors are the precursor elements or variables that precede or influence a particular outcome or behavior. In the context of purchase intention, antecedent factors could include various aspects such as product quality, price, brand reputation, and social influences.
Published in Chapter:
Factors Influencing Purchase Intention of Online Shopping Customers: A Review of the Existing Literature
Copyright: © 2024
|Pages: 23
DOI: 10.4018/979-8-3693-3811-7.ch009
Abstract
The rapid digital transformation, especially on the internet, has provided businesses with unprecedented opportunities for global expansion. This shift has revolutionized marketing, replacing costly and labour-intensive efforts with cost-effective digital strategies. E-commerce platforms facilitate this process by offering an interactive interface for users to post reviews, comments, and questions, thus enhancing the decision-making experience. Understanding customer purchase intention is vital in this digital age, as it's shaped by various antecedent factors, with digital word-of-mouth (eWOM) being a significant influencer. However, the relationship between eWOM and purchase intention remains underexplored. This chapter reviews 60 previous studies, shedding light on the factors affecting online customers' purchase intentions. The study identifies research gaps, setting a clear direction for future investigations.