THE EFFECT OF ONLINE SHOPPING ENJOYMENT, SHOPPING INVOLVEMENT, STORE ENVIRONMENT AND SATISFACTION OVER THE PATRONAGE INTENTION

PURPOSE: The purpose of this paper is to examine the influence of online shopping enjoyment, online shopping perception, online shopping involvement, online store environment and satisfaction over the patronage intention. Significant relationship between these research variables were found. DESIGN/METHODOLOGY: A survey was administered to 300 respondents who do shopping online. FINDINGS: The finding confirms that online shopping enjoyment, online shopping perception, online shopping involvement, online store environment and satisfaction influence the patronage intentions. RESEARCH LIMITATIONS/IMPLICATIONS: There are a number of implications to our findings, i.e. both practically and theoretically.