Impact of online shopping attributes on consumer purchase intention: Evidence from Bangalore City
Keywords:
Online Shopping Attributes, Purchase Intention, PLS-SEM, Consumer Behaviour, BangaloreAbstract
India's e-commerce industry has been growing at a fast pace, especially in cities like Bangalore, which has changed consumer dynamics. Online shopping characteristics such as website quality, product information, price competitiveness, trust and security, and convenience that are key in influencing purchasing decisions. The present study is an attempt to study the effect of these salient attributes of online shopping on purchase intention among the residents of Bangalore City. A quantitative research design was used. Primary data was obtained by using a questionnaire with a convenience sample of 385 online shoppers from different locations in Bangalore. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to evaluate the hypothesized relationships and measurement and structural models. Based on the results, it can be concluded that the quality of the websites, trust and security, convenience have a huge positive impact on purchase intention, and the product information and price competitiveness have moderately positive impacts albeit statistically insignificant. The model is effective in explaining and predicting. The conclusions drawn from these findings have significant implications for ecommerce platforms and online retailers in Bangalore and similar cities.
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