The Influence of Perceived Ease of Use, Perceived Usefulness and Perceived Product Information on Consumers’ Attitude toward Online Purchase Intention

Abstract

This study attempts to investigate whether perceived ease of use, perceived usefulness, perceived product information factors have influence on consumers’ attitude toward online purchase intention of cosmetics products. The study also examines whether consumers’ attitude would have an influence on their online purchase intention. To achieve the objectives, 120 twenty willing Malaysian consumers with past experience of purchasing cosmetics through online platform participated in a survey starting end of October until early December 2019. The relationships between factors were analysed using the structural equation modelling (SEM-PLS) version 2.0. Results show that only perceived usefulness was positively related to attitude, while perceived ease of use and product information were insignificant. In addition, attitude was shown to relate positively with consumers’ online purchase intention. For cosmetic product e-retailers, the findings imply that they should focus on consumers with positive attitude as such attitude would affect their online purchase intention of cosmetics. The e-retailers should also focus on making sure that consumers have positive usefulness impression of the e-commerce platform used as this would have a direct positive impact on the consumers’ attitude toward online purchase intention. This study contributes valuable insights to e-commerce industry, particularly the e-retailers, scholars, policy makers and firms on the role of consumers’ attitude towards online purchase intention for cosmetic products in Malaysia.