. Purchase intention can also be defined as the decision to act or physiological action that shows an individual’s behaviour according to the product (Wang & Yang, as cited in Samin et al., 2012, p.206). Dodds et al. (1991) suggested that purchase intention represents the possibility for consumers to buy a product (as cited in Long and Ching, 2010, p.20). Long and Ching also conclude “purchase intention stands for what we would like to buy in future” (Long and Ching, 2010, p.20).