Factors Influencing Customer Online Purchase Intention and the Moderating Effect of Age: An Empirical Study on the FMCG Retail Market in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 Arab Academy for Science and Technology alexandrine

2 Arab academy for science and technology marketing department

3 Arab Academy for Science and Technology

المستخلص

The technological advances are incredibly growing, especially mobile applications. For instance, in the Egyptian local market, major developments and changes are occurring in customer behavior, which have disclosed various opportunities in business. Now, the ‘fast-moving consumer goods’ (FMCG) hold the most market share with the highest rate. Hence, it is crucial to study customer intention to purchase online. The customer perception plays a fundamental role that indirectly influences customers' purchasing intentions through their attitudes. Based on the investigated behavioral models, the technology acceptance model (TAM), the studied variables were the perceived ease of use, perceived usefulness, perceived interactivity, social influence, and online purchase intention. The current survey was administered to 184 mobile app users. Based on the results of the regression analysis of the collected data, two independent variables, perceived ease of use and perceived usefulness, had significantly impacted the online purchase intention of FMCG. While the perceived interactivity and social influence had insignificant impacts on the purchase intention. The moderator variable (age) indicated a significantly negative impact on the online purchase intention as a dependent variable. This research adds value as it focuses on the significant role of customer perception about FMCG mobile apps on online purchase intention.

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