The Effect of Information Quality on Behavioral Intention through Product Photos
DOI:
https://doi.org/10.62951/ijbmir.v3i2.203Keywords:
Behavioural Intention, Consumer Behavior, Information Quality, Product Photos, Structural Equation ModelingAbstract
This study aimed to examine the impact of information quality on behavioral intention through product photos among Deliwafa Store consumers in Surabaya. The study population consisted of Deliwafa Store consumers who had previously made purchases on the Shopee platform in Surabaya. Data were collected through an online questionnaire, utilizing a Likert scale. A quantitative approach was employed, with a sample of 100 respondents selected using a non-probability sampling technique, specifically accidental sampling. To analyze the data, Structural Equation Modeling (SEM) was applied using AMOS software version 24.0. The results of hypothesis testing revealed that information quality had a significant and positive effect on product photos, and product photos, in turn, had a significant and positive impact on behavioral intention. However, the study found that information quality did not significantly influence product photos. These findings indicate that while information quality plays an important role in shaping product photos, other factors might contribute to influencing consumer behavior and their intention to purchase. The study suggests that businesses should focus on enhancing product photos to drive consumer behavior and strengthen their online marketing strategies.
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