Predicting Consumer Purchase Intention on Fashion Products in Online Retailer: Integration of Self Determination Theory and Theory of Planned Behavior

Lydia Ari Widyarini, Sri Gunawan


Consumer behavior is influenced by intrinsic and extrinsic motivation. Besides coming from an individual, it is also influenced by social environment. Understanding consumer behavior motivated by psychological needs from consumer-self is necessitated, because motivation coming from within ‘self’ can instigate consumer’s well being. It can be viewed from consumer intention to perform a certain behavior. Based on Self-Determination Theory (SDT) and Theory of Planned Behavior (TPB), this research attempts to understand the role of self-determination and social cognition in consumer behavior when they buy fashion products from online retailers.

This research was conducted on 240 internet users in Indonesia. The data were obtained from questionnaires, analyzed using variance-based SEM, and processed using PLS.

Research findings show that TPB variables, such as attitude and behavioral control and self determination motivation as SDT variables influence purchase intention. However, subjective norms do not influence purchase intention on fashion products in online retailers.

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