A STUDY OF FACTORS INFLUENCING PURCHASE INTENTION TOWARD WATERPROOF WINTER JACKETS THROUGH ONLINE CHANNELS USING THEORY OF PLANNED BEHAVIOR

Abstract

This article aimed to investigate: (1) consumers' purchase intention toward waterproof winter jackets through online channels; (2) attitudes toward the behavior, subjective norms, and perceived behavioral control regarding waterproof winter jackets purchased online; and (3) the relationships between attitudes toward the behavior, subjective norms, perceived behavioral control, and purchase intention toward waterproof winter jackets through online channels, based on the **Theory of Planned Behavior (TPB)** as the conceptual framework. This study employed a quantitative research design. The sample consisted of 120 individuals aged 18 years and above who had previously purchased or were interested in purchasing waterproof winter jackets through online channels. Data were collected using a five-point Likert scale questionnaire administered via Google Forms. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as Pearson's correlation coefficient and multiple regression analysis.

The findings revealed that: (1) respondents expressed positive perceptions toward all three factors, namely attitudes toward the behavior, subjective norms, and perceived behavioral control; (2) all three variables were positively and significantly correlated with purchase intention at the 0.05 level. Together, these variables explained 45.4% of the variance in purchase intention. Among them, attitudes toward the behavior exerted the strongest influence on purchase intention, followed by perceived behavioral control and subjective norms, respectively; and (3) the findings suggest that entrepreneurs should emphasize fostering positive consumer attitudes toward their products by providing clear and comprehensive product information, utilizing social media influencers and authentic customer reviews in marketing communications, and developing online purchasing systems that are convenient, secure, and trustworthy in order to enhance consumers' purchase intentions.