Title: To buy or not to buy: factors influencing online purchase intention across clothing and apparel, consumer electronics and personal care products

Authors: Sunildro L.S. Akoijam; Sultana B.A. Mazumder

Addresses: Department of Management, North-Eastern Hill University, Tura Campus, Tura, Meghalaya, 794002, India ' Department of Management, North-Eastern Hill University, Tura Campus, Tura, Meghalaya, 794002, India

Abstract: The paper attempts to examine how different factors influence online purchase intention across three product categories: clothing and apparel, consumer electronics and personal care. Data were collected from 416 customers from different parts of India. Multiple regression is used to analyse the influence of five important factors; subjective norms, perceived usefulness, perceived enjoyment, perceived risk and social media influence on online purchase intention across three the product categories. The results indicate that the five factors influence the online purchase intention differently across clothing and apparel, consumer electronics and personal care products. This paper makes a novel attempt towards understanding and investigating how these five factors impact the online purchase intention across the different product categories. The study is significant for online marketers in designing specific marketing strategies for the different product categories.

Keywords: online purchase intention; subjective norms; perceived usefulness; perceived enjoyment; perceived risk; social media influence.

DOI: 10.1504/IJEMR.2023.131811

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.3, pp.294 - 312

Received: 07 Jul 2021
Accepted: 12 Oct 2021
Published online: 04 Jul 2023 *

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