结构方程建模
采购
消费者行为
广告
业务
营销
计算机辅助网络访谈
质量(理念)
心理学
考试(生物学)
电子商务
计算机科学
认识论
机器学习
万维网
哲学
生物
古生物学
作者
Anoop Bhardwaj,Vinod Kumar,Ajay Sharma,Anupam Narula
标识
DOI:10.1080/02522667.2022.2128510
摘要
The advancement of technology along with the unprecedented situation like Covid-19 has brought a big revolution in the e-commerce industry. The consumer finds ease in shopping domestic appliances online as compared to traditional shopping. The present study is being conducted to investigate the factors that influence customers’ online purchasing intentions (COPI) whereby trust (TT), perceived use and usefulness (PEUU), e-service quality (ESQL), perceived behavior control (PBC), subjective norms (SNM) and consumer online shopping behavior (COSB) were analyzed. A questionnaire was utilised as a survey tool to collect data from 383 respondents using a quantitative methodology. The data were examined using structural equation modelling (SEM) to test the hypothesis, fit the model, and determine the relationship between the variables evaluated. The analysis concluded that consumer online purchase intention (COPI) acts as a mediator between the independent variables (TT, PEUU, ESQL, PBC, SNM) and the dependent variable consumer online shopping behavior (COSB). According to the findings, perceived use and usefulness (PEUU) had a negative influence on purchase intention and behaviour, but consumer online purchase intention had a substantial effect on consumer online purchasing behaviour. The study provides scope and new avenues for future research. In addition to this, it also provides the platform for other researchers to target a specific age, gender, education, or marital status to design a new pattern of online shopping.
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