Title: An empirical study on the effect of product information and perceived usefulness on purchase intention during online shopping in India

Authors: Ananth Srinivasan Kripesh; H. Mahesh Prabhu; K.V. Sriram

Addresses: Department of Aeronautical and Automobile Engineering, Manipal Institute of Technology, Manipal Academy of Higher Education (MAHE Deemed University), Manipal, Karnataka, 576104, India ' Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education (MAHE Deemed University), Manipal, Karnataka, 576104, India ' Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education (MAHE Deemed University), Manipal, Karnataka, 576104, India

Abstract: Technological advancements and high speed connectivity has made the internet an integral part of our life. Life without internet is unimaginable and so is shopping. Online shopping is popular because of the wide range of products and services it provides to the customers. Online shoppers depend more on product information, specifically in terms of the look-and-feel of products, to make a purchase decision. The reason is lack of tangibility on online purchases. Perceived usefulness is the perception of consumers about how an online portal could add value and efficiency to them while shopping online. This study concentrates on the effect of product information and perceived usefulness on the purchase intention of online customers. Survey methodology was adopted and structural equation modelling technique was used. Analysis was done using Smart PLS version 3. The study shows a positive correlation between product information and perceived usefulness which in turn significantly influences the purchase intention. The study reveals the importance of detailed online product information and efficiency of the website as key factors that make customer buy online.

Keywords: purchase intention; perceived usefulness; online shopping; product information; customer satisfaction; India.

DOI: 10.1504/IJBIR.2020.105982

International Journal of Business Innovation and Research, 2020 Vol.21 No.4, pp.509 - 522

Received: 31 Jul 2018
Accepted: 29 Sep 2018

Published online: 18 Mar 2020 *

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