A study on the Website Attitude and Purchase Intentions of Franchise Bakery

This research, structurally designing, has analyze associations between website attitude and purchase intention based on prerequisite that the intention will be defendant on the attitude of a website and the attitude is formed based on both cognitive responses and affective responses. Analysis has been conducted with 227 different survey results and the conclusion has been led as following. Firstly, both cognitive responses and affective responses have positive influence on website attitude. Secondly, Website attitude also positively affects purchase intention.