Factors Influencing Consumers’ Behavioural Intention and Their Actual Behaviour in Buying Jewellery Online: An Explorative Study

Abstract

The rapid growth of e-commerce has transformed consumer buying behavior, particularly in the jewellery market, where online shopping is becoming increasingly popular. This study investigates the factors influencing consumers’ behavioral intention and actual behavior in purchasing jewellery online. Using perceived usefulness (PU) and perceived ease of use (PEOU) as key determinants, the study examines how these factors shape consumer attitudes, which in turn affect behavioral intention and actual purchase behavior. The results from hypothesis testing show that perceived usefulness significantly influences attitude (β = 0.521, p < 0.001), perceived ease of use significantly influences attitude (β = 0.475, p < 0.001) and perceived usefulness (β = 0.589, p < 0.001), and attitude strongly impacts behavioral intention (β = 0.642, p < 0.001), which in turn positively affects actual buying behavior (β = 0.598, p < 0.001). These findings highlight the importance of designing online jewellery platforms that are easy to use, functionally beneficial, and trustworthy to enhance consumer engagement and increase purchases. The study contributes to the literature on online consumer behavior and provides practical guidance for e-commerce managers in the digital jewellery sector.