The Impact of Perceived Usefulness, Perceived Ease of Use, Perceived Value and Perceived Risk on Purchase Intention via Hypermarket Drive-Thru among Klang Valley Consumers

Abstract

This study examines the impact of perceived usefulness, perceived ease of use, perceived value and perceived risk on Klang Valley consumers purchase intention to using hypermarket drive thru services. A total of 363 responses were collected from consumers in Klang Valley through online platform. The finding revealed that perceived value, perceived ease of use and perceived usefulness had a positive and significant impact on Klang Valley consumer’s purchase intention whereas perceived risk contributed insignificant impact on consumer’s purchase intention using hypermarket drive thru services. The results identified that perceived usefulness exhibited higher significant impact on consumer purchase intention to use hypermarket drive thru services followed by perceived ease of use and perceived value during COVID-19 pandemic. The current study contributed significantly to theoretical and practical implementation for marketers and hypermarket retailers to better promote the adoption towards hypermarket drive thru services among Klang Valley consumers through effective strategy.