The Impact of Sales Promotion, Convenience, Service Quality, and Price on Consumers&rsquo; Online Purchase Intention

Jerold  B. Vizconde,; Anna  E. Mendoza,

The Impact of Sales Promotion, Convenience, Service Quality, and Price on Consumers’ Online Purchase Intention

Discipline: Marketing

Abstract:

This research sought to determine the impact of sales promotion, convenience, service quality, and price on consumers’ online purchase intention as moderated by demographic profile. The researchers gathered 400 respondents who have at least one account with the e-commerce platforms – Shopee, Lazada or Zalora and have made at least one purchase via these e-commerce platforms. A questionnaire with a 5-point Likert scale was used to gather information using an online Google form. Descriptive statistics and multiple regression analysis were used to analyze the data. Focus group discussions were conducted to go deeper into the results. The findings of the study showed that sales promotion, convenience, service quality, and price significantly and positively affect consumers’ online purchase intention. The findings were used as a basis to provide recommendations.

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