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Influence of the Dimensions of Attitude on Consumer Purchase Intention of Online Electronic Products in India

Journal of Marketing Vistas, 2019-07, Vol.9 (2), p.22-36

Copyright Institute of Public Enterprise (IPE) Jul-Dec 2019 ;ISSN: 2249-9067

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  • Title:
    Influence of the Dimensions of Attitude on Consumer Purchase Intention of Online Electronic Products in India
  • Author: Kiran ; Boora, Krishan K
  • Subjects: Brand loyalty ; Electronic commerce ; Shopping ; Social responsibility ; Studies
  • Is Part Of: Journal of Marketing Vistas, 2019-07, Vol.9 (2), p.22-36
  • Description: In the past few years, online shopping has become more prevalent in the Indian market, resulting in some factors having significantly positive influencing consumer behavior towards online purchasing. In the present time, the use of technology is a daily affair. Technological advancement is helpful in convenience shopping. However, Online shopping and factors influencing online shopping behaviour of the consumer have been explored. The present study experimentally analyses the effect of the factors influencing (subjective norms, website design, products description and online consumer reviews, attitude and intention) of a consumer to using online shopping. It is a pilot study to find out the feasibility of actual research. The data was collected from 200 respondents using an online questionnaire. The data analyzed is by using correlation and regression analysis. Results suggest that subjective norms, website design, products description and online consumer reviews were influencing the attitude and intention of the consumer to using online shopping. Subjective norms and the website design are the first concern of consumers; products description and online consumer reviews are new factors in the context of online shopping.
  • Publisher: Hyderabad: Institute of Public Enterprise (IPE)
  • Language: English
  • Identifier: ISSN: 2249-9067
  • Source: ProQuest Central
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