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

page 51-69

Jerold Angelo B. Vizconde

Master of Science in Management

University of Asia and the Pacific

Anna Maria E. Mendoza

Doctor of Business Administration

University of the Philippines

Dean, School of Management, University of Asia and the Pacific

Keywords:  Sales promotions, Convenience, service quality, Price, Purchase intention 

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.