Understanding and Predicting Online Purchase Intention: Development of a Model For Cognitive-Affective Shopper Responses
This paper aims to develop a model for online purchase intention in a B2C environment, integrating
cognitive and affective responses based on the theory of reasoned action. Seven hypotheses were developedand tested
on a dataset of 532 observations collected via a questionnaire survey. The results of this study indicate that both
cognitive and affective judgements are important for online transactions.A contribution of this study is that it extends
our understanding of how online purchase intention is formed through a cognitive-affective process.
Keywords— Online Trust, Pleasure, Arousal, Attitude, Purchase Intention.