BUYING OR BROWSING: MOTIVATION BEHIND ONLINE PURCHASE INTENTION

The purpose of this study is to understand the consumers’ hedonic and utilitarian
motivations, information search and purchase intentions towards online shopping. This study
aims to expose the association between Hedonic and utilitarian Motivation, information Search
and Purchase Intentions. To check the internal consistency and the sample adequacy, reliability
and validity of the questionnaire were verified. This study uses Stepwise Regression Analysis to
verify the conceptual model. The findings of this study shows that there is a strong relationship
between hedonic motives, utilitarian motives, Information search and Purchase intention. Among
them hedonic motive is an important predictor of purchase intentions. Hedonic and utilitarian
motives are the prominent factors which affects online purchase intentions. Hence, online marketers
design their websites more attractive and thus will results in consumers’ will spend long time to
information search which leads to purchase intentions.