Journal of Production Research & Management, Vol 7, No 2 (2017)

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Purchase Intention of Online Consumers: A Study among the Online Consumers’ in Tamil Nadu

P. Megaladevi

Abstract


 

Online purchase is one of the imperative trading methods worldwide. Consumers’ online purchase intention is based on several social-economic factors. Time constraint is one of the basic reasons for online purchases. People are satisfied with the products purchased online. Hence it is needed to understand the purchase intention of consumers when they prefer online. The present research aims to examine the factors influencing consumers’ online purchase intention among consumers in Tamil Nadu. In the study, quantitative research method has been adopted. Structured questionnaire was distributed to 300 respondents in Tamil Nadu, who purchase online. The study found that trust worthiness, ease of use, usefulness and enjoyment, subjective norms and blog involvement are the important factors in foreseeing online purchase intention. The results of the research will help online marketers to get a better understanding on online purchase intention which will enable them to implement effective online marketing strategies. In the present study, trust worthiness, ease of use, usefulness and enjoyment, subjective norms, product attitude and blog involvement are the factors in predicting online purchase intention.

 

Cite this Article

Megaladevi P. Purchase Intention of Online Consumers: A Study among the Online Consumers’ in Tamil Nadu. Journal of Production Research and Management. 2017; 7(2): 34–41p.


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