A study on the individual's online shopping continuance intention on Amazon.in for consumer electronics
by Smita Dayal; Deelip Palsapure
International Journal of Business and Globalisation (IJBG), Vol. 24, No. 2, 2020

Abstract: The purpose of this paper is to study the factors that contribute to an individual's online shopping continuance intention on Amazon.in with respect to consumer electronics. It aims to examine the effects of marketing strategies, service quality, relative price, advantage, trust, through a path model. An online survey, based on convenience, was conducted and 146 valid responses were collected. Results suggest that marketing strategies drive perceived price advantage which in turn drives perceived service quality. Perceived service quality leads to satisfaction which in turn leads to expectation confirmation and buying intention. The research also establishes that perceived ease of use affects perceived usefulness whereas perceived usefulness affects the buying intention directly. The study will help online marketers in devising effective marketing strategies and building customer loyalty. The research contributes to enhancing the understanding of the drivers of online shopping continuance intention and marketing strategies that indirectly drive satisfaction.

Online publication date: Fri, 14-Feb-2020

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