Influence of emotion in mediation technology readiness with consumers’ purchase group intention to product via online
Keywords:
technology readiness, emotion product, purchase intentionAbstract
In this research, the researcher studies (1) technology readiness, emotion, and consumers’ purchase group intention to product via online. The researcher examines (2) influence of emotion in mediating technology readiness with consumers’ purchase group intention to product via online. In the quantitative phase of investigation, the researcher deployed a survey research methodology. The research samples population included 500 samples of the consumers’ purchase group to product via online. Using a questionnaire as a research instrument to collect data, the researcher distributed copies of the questionnaire to the members of the sample population. All copies were returned to the researcher. Using techniques of descriptive statistics, the researcher analyzed the data collected in terms of percentage, mean and standard deviation. Furthermore, the researcher employed structural equation model (SEM) analysis by virtue of using the Partial Least Square (PLS) Graph 3.0 computer software application. The research results revealed that technology readiness, emotion, and consumers’ purchase group intention to product via online showed overall means at a high level. The results obtained by the structural equation modeling analysis of factors influencing consumers’ purchase group intention to product via online revealed that (1) influences pleasure and dominance emotion as the mediating exhibited correlation between technology readiness and consumers’ purchase group intention to product via online and (2) influences arousal emotion as the mediating exhibited no correlation between technology readiness and consumers’ purchase group intention to product via online.
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