Exploring the Role of Perceived Benefits and Attitudes Toward Web in Modelling Online Purchase Intentions: A Case of Slovenia

Marič, Miha; Jordan, Gašper; Leskovar, Robert

doi:10.2478/orga-2025-0021

Abstract

Background and Purpose

E-commerce has reshaped consumer behaviour by offering unparalleled convenience, variety and accessibility, while creating new opportunities for businesses to grow revenues. Despite its prominence, there remains a need for parsimonious models that explain online purchase intention in terms of core consumer perceptions. This study aims to develop and test a structural equation model (SEM) in which consumer perceived benefits and attitudes toward the web drive intention to purchase online.

Methods

An online survey was administered to 190 Slovenian consumers. Questionnaire items were drawn from established scales measuring (a) perceived benefits of online shopping, (b) attitude toward the web, and (c) online purchase intention. Internal consistency was assessed via Cronbach’s alpha. SEM was then applied using IBM SPSS AMOS to evaluate both measurement and structural components of the model, testing hypotheses that perceived benefits influence both attitude and intention, and that attitude further mediates intention.

Results

The survey instrument demonstrated excellent reliability (Cronbach’s α = 0.92). The three-construct SEM explained 74 % of the variance in online purchase intention. Fit indices indicated very good model performance (NFI = 0.969, NNFI = 0.970, CFI = 0.979, IFI = 0.979). All hypothesized paths were significant, confirming that higher perceived benefits enhance both positive web attitudes and purchase intentions, and that web attitudes further bolster intention.

Conclusion

This streamlined SEM offers a robust and well-fitting explanation of consumer online purchase intentions. E-commerce platforms can leverage these insights by emphasizing the specific benefits consumers value and cultivating positive web experiences to drive sales. The model offers both practical guidance for online retailers and a foundation for future research, such as incorporating environmental consciousness, to refine our understanding of sustainable e-commerce adoption.

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