Impact of Website Attributes Factors on Online Purchase Intention: Mediating Role of Attitude: A South Indian Perspective
DOI:
https://doi.org/10.53273/2dhm5372Abstract
Nowadays, online buying is a phenomenon that is expanding quickly. The biggest competitors in this market are growing exponentially, which suggests that there is still a sizable market for e-commerce. Online shopping is becoming more and more popular with consumers, especially middle-aged shoppers in South India, thanks to its convenience. The popularity of internet purchasing has increased retailers' interest in concentrating on this market. As a result, the focus of this study is on a number of variables influencing online purchase intention and the mediating role of attitude. Data were gathered from a sample of predominantly middle-aged adults (aged 21 to 45) who were experienced with using the internet and had done some online shopping. To evaluate the hypotheses, a structural equation modelling approach was used. All of the predictors had a substantial link with the dependent variable, Purchase intention, according to the findings. Purchase intent is the next most important predictor, followed by security/privacy. Additionally, 6 of the 10 hypotheses are important. Regarding the predictors and the dependent variable, the mediator attitude has no influence. Discussion of the theoretical and managerial implications follows.
Keywords:
Online search, Purchase Intention, security and privacyReferences
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