From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]

This study investigated the impact of intrinsic and extrinsic product attributes on the purchase intention of bakery products among online consumers. Specifically, the study focused on perceived taste and quality as the intrinsic product attributes and price and online advertising as the extrinsic p...

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Main Authors: Bashir, Muhammad ‘Arif Aizat, Muzafar Shah, Aina Syazwani, Alden, Sperico Michael, Mohd Zahari, Mohd Salehuddin, Ferdian, Feri
Format: Article
Language:English
Published: Universiti Teknologi MARA, Terengganu 2024
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Online Access:https://ir.uitm.edu.my/id/eprint/108066/1/108066.pdf
https://ir.uitm.edu.my/id/eprint/108066/
https://e-ajuitmct.uitm.edu.my/v3/
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spelling my.uitm.ir.1080662024-12-17T18:12:18Z https://ir.uitm.edu.my/id/eprint/108066/ From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.] eaj Bashir, Muhammad ‘Arif Aizat Muzafar Shah, Aina Syazwani Alden, Sperico Michael Mohd Zahari, Mohd Salehuddin Ferdian, Feri Customer services. Customer relations This study investigated the impact of intrinsic and extrinsic product attributes on the purchase intention of bakery products among online consumers. Specifically, the study focused on perceived taste and quality as the intrinsic product attributes and price and online advertising as the extrinsic product attributes. The sample for the study was drawn from Malaysian online consumers, and 398 responses were successfully collected through close-ended online survey questionnaires. The findings revealed that all the investigated variables positively impacted online consumers’ purchase intention for bakery products. Furthermore, the results indicated that price was the most influential extrinsic product attribute on the purchase intention of online consumers, followed by online advertising, perceived taste, and perceived quality, respectively. Overall, the study contributes to understanding the factors that influence online consumers’ purchase intention for bakery products, particularly in the Malaysian context. These findings have important implications for marketers and online retailers, who can use this information to develop effective strategies to enhance consumers purchase intention and ultimately increase sales. Further research is needed to explore the factors influencing purchase intention in other contexts and with different product categories Universiti Teknologi MARA, Terengganu 2024-11 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/108066/1/108066.pdf From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]. (2024) e-Academia Journal <https://ir.uitm.edu.my/view/publication/e-Academia_Journal/>, 13 (2). pp. 227-239. ISSN 2289 - 6589 https://e-ajuitmct.uitm.edu.my/v3/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Customer services. Customer relations
spellingShingle Customer services. Customer relations
Bashir, Muhammad ‘Arif Aizat
Muzafar Shah, Aina Syazwani
Alden, Sperico Michael
Mohd Zahari, Mohd Salehuddin
Ferdian, Feri
From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
description This study investigated the impact of intrinsic and extrinsic product attributes on the purchase intention of bakery products among online consumers. Specifically, the study focused on perceived taste and quality as the intrinsic product attributes and price and online advertising as the extrinsic product attributes. The sample for the study was drawn from Malaysian online consumers, and 398 responses were successfully collected through close-ended online survey questionnaires. The findings revealed that all the investigated variables positively impacted online consumers’ purchase intention for bakery products. Furthermore, the results indicated that price was the most influential extrinsic product attribute on the purchase intention of online consumers, followed by online advertising, perceived taste, and perceived quality, respectively. Overall, the study contributes to understanding the factors that influence online consumers’ purchase intention for bakery products, particularly in the Malaysian context. These findings have important implications for marketers and online retailers, who can use this information to develop effective strategies to enhance consumers purchase intention and ultimately increase sales. Further research is needed to explore the factors influencing purchase intention in other contexts and with different product categories
format Article
author Bashir, Muhammad ‘Arif Aizat
Muzafar Shah, Aina Syazwani
Alden, Sperico Michael
Mohd Zahari, Mohd Salehuddin
Ferdian, Feri
author_facet Bashir, Muhammad ‘Arif Aizat
Muzafar Shah, Aina Syazwani
Alden, Sperico Michael
Mohd Zahari, Mohd Salehuddin
Ferdian, Feri
author_sort Bashir, Muhammad ‘Arif Aizat
title From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
title_short From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
title_full From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
title_fullStr From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
title_full_unstemmed From crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / Muhammad ‘Arif Aizat Bashir ... [et al.]
title_sort from crumbs to clicks: the role of product attributes in online consumers’ purchase intention for bakery products / muhammad ‘arif aizat bashir ... [et al.]
publisher Universiti Teknologi MARA, Terengganu
publishDate 2024
url https://ir.uitm.edu.my/id/eprint/108066/1/108066.pdf
https://ir.uitm.edu.my/id/eprint/108066/
https://e-ajuitmct.uitm.edu.my/v3/
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score 13.223943