Impact of Online Customers’ Shopping Experience on Purchase Intention

Zay Kaung Myat, Zin Ko Ko, Nan Wai Linn and Yin Ko Ko
Additional contact information
Zay Kaung Myat: Doctoral Scholar, Doctor of Business Administration (DBA), Yangon, Myanmar
Zin Ko Ko: Myanmar Commercial College, 63(C), Between 27 x 28 Street, Mandalay, Myanmar
Nan Wai Linn: Myanmar Commercial College, 63(C), Between 27 x 28 Street, Mandalay, Myanmar
Yin Ko Ko: Myanmar Commercial College, 63(C), Between 27 x 28 Street, Mandalay, Myanmar

International Journal of Latest Technology in Engineering, Management & Applied Science, 2025, vol. 14, issue 7, 942-949

Abstract: The aim to acquire online is crucial and intriguing in the current climate. It directly influences client purchasing decisions. Consequently, firms employ several marketing strategies to capture customer attention for purchasing decisions. This study presents a model of customer experience and purchase intention in an electronic environment, incorporating the moderating effect of perceived risk. A total of 179 internet users were solicited to contribute data using a distributed questionnaire utilizing a non-probability convenience sampling method. Additionally, multiple regression analysis was employed to evaluate the model of customer experience and online purchase intention, incorporating the sub-dimensions of customer experience: interaction, informativeness, convenience, and trust aspects. Process analysis was employed to assess the moderating effect of perceived risk on the relationship between consumer online experience and purchase intention. The study's results unequivocally demonstrate that trust and convenient influence frequent purchasing in an online context. The perceived risk does not influence the link between consumer perceived experience and purchase intention.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.ijltemas.in/DigitalLibrary/Vol.14Issue7/942-949.pdf (application/pdf)
https://www.ijltemas.in/papers/volume-14-issue-7/942-949.html (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bjb:journl:v:14:y:2025:i:7:p:942-949

Access Statistics for this article

International Journal of Latest Technology in Engineering, Management & Applied Science is currently edited by Dr. Pawan Verma

More articles in International Journal of Latest Technology in Engineering, Management & Applied Science from International Journal of Latest Technology in Engineering, Management & Applied Science (IJLTEMAS)
Bibliographic data for series maintained by Dr. Pawan Verma ().