Factors affecting online shopping intention: An extension of the theory of planned behavior

While there is ample literature examining the different factors that lead to online shopping intention internationally, there is no published study on the topic that has been done for the Philippine market. Thus, this study aimed to determine the key factors affecting online shopping intention among Millennials in the Philippines using the proposed extended Theory of Planned Behavior (TPB); and to examine whether or not age and duration of use moderate the relationship between the identified factors and online shopping intention. The study employed the questionnaire strategy which was administered to 220 respondents. Results were analyzed using different regression models. Attitude, subjective norm and perceived behavioral control were found to significantly affect online shopping intention among Filipino Millennials, which proves the validity of TPB in predicting online shopping intention. Moreover, results show that convenience, website-related factor and web-shopping enjoyment significantly affect online shopping intention by influencing attitude; informational social influence significantly affect online shopping intention by affecting subjective norm; and self-efficacy significantly affect online shopping intention by influencing perceived behavioral control. Lastly, it was found that age significantly moderates the relationship between subjective norm and online shopping intention, while duration of use significantly moderates the relationship between perceived behavioral control and online shopping intention. This study provides rich insights that the Philippine e-commerce platforms can utilize for product development, pricing and promotions; and fills the research gap in the Philippine e-commerce literature