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International Journal of Innovations & Research Analysis (IJIRA) [ Vol. 6 | No. 2(I) | April - June, 2026 ]

Factors Influencing Consumers’ Online Purchase Intentions: A Quantitative Study of Trust, Website Quality, Product Reviews, Perceived Usefulness, and Perceived Risk

Kritika Singh Rathore, Dr. Deep Kumar Mathur & Dr. Anshika Jain

The increasing trend to conducting transactions over the internet has fulfilled researchers’ interests in studying the predictors of consumers’ online purchase intention. In this study, five major variables have been identified: trust, quality of the website, product review, usefulness, and risk perception, which affect online purchase intention in the context of technology Acceptance Model (TAM) and theory of Planned Behaviour (TPB). Quantitative research has been employed using a cross-sectional design in which 320 online customers have been selected through an online questionnaire containing a five-point liker scale. Structural equation modeling using the software AMOS 24 has been conducted for hypothesis testing. From the analysis, it has been proven that all except one variable positively influence online purchase intention. Trust, quality of the website, product review, and usefulness have a significant impact on online purchase intention, whereas risk perception has a significant negative impact on online purchase intention. Among all the variables considered, trust is found to be the most significant factor (β=0.41, p<0.001).

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