The Impact of Purchasing Intentions on Retail Home Improvements in E-Commerce on Generation Y and Z's Brand Engagement

Abstract

Businesses advanced from E-commerce, and it exists locally wherein the consumers can share and allude to encounters of electronic exchanges with one another before settling on purchase intention. The purpose of this study is to examine the impact of different factors and stimuli that become determinants of purchase intention of E-commerce home improvement consumers, specifically Generations Y and Z, that will result in brand engagement (BE). This theoretical study will highlight a better understanding and effectiveness of the purchase intentions such as consumer satisfaction (CS), perceived attributes of the products (PAP), perceived benefits (PB), perceived value (PV), brand image (BI), social influence (SI), and marketing activities (MA) in terms of E-commerce. A descriptive correlational study will be conducted in this quantitative research to be able to measure the relationship between the given determinants to consumers’ brand engagement in the E-Commerce field. The findings of this study would help E-commerce, which is rapidly dominating the business industry, to determine the level of effectiveness of the different factors of online purchasing intentions on home improvements for their current and potential customers to be more engaged with them despite the rapid increase of competition. 305 respondents were gathered from the study. These respondents became part of the study where it has been proven that consumer satisfaction (.554), social influence (.233), and marketing activities (.123) have a significant and positive impact on the brand engagement of retail home improvements in E-commerce.