Consumer purchase intention towards private label brands of virtual retailers: evidence from a developing nation
by Sumit Kumar; Bibhas Chandra
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 11, No. 2, 2020

Abstract: Despite an evolutionary growth in PLBV in the recent past, the study on PLBV is scarce. The present study is a novel attempt to gauge underlying purchase intention of consumers towards PLBV in developing nation like India. A PLBV purchase intention framework incorporating the online store image and consumers' technology acceptance along with other pertinent factors has been designed and empirically validated. An online questionnaire was framed and administered to the identified survey pool followed by analysis of data using confirmatory factor analysis (CFA) and structural equation modelling (SEM) to validate the proposed framework. The findings unveil store image, technology acceptance, consumer innovativeness and shoppers' value consciousness as the building blocks of attitude towards PLBV. Additionally, the result unfolds that price consciousness does not influence shoppers' attitude towards PLBV individually. However, when other factors act in unison, the purchase intention towards PLBV increases which is remarkable in contrast to the PLB purchase intention in offline mode.

Online publication date: Thu, 23-Apr-2020

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