Title: The study of predictors of online advertising influencing the web-based purchase intention of young consumers

Authors: Vaibhav Misra; Sunita Dwivedi

Addresses: Symbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), Pune, India ' Symbiosis Centre for Management Studies, Noida, Symbiosis International (Deemed University), Pune, India

Abstract: This study investigates the influence of various predictors of online advertising (OA) on young consumers' web-based purchase intention (WBPI). To collect the data, 384 questionnaires were circulated using convenience sampling to respondents aged 18 to 34 years, out of which only 239 questionnaires were found usable for the data analysis. Principal component analysis (PCA) with the varimax rotation method and Spearman's correlation was used for data analysis. We conclude that design elements (DE), entertainment (ENTT), information (INFO), and privacy (PRIV) are the most influential predictors of OA that significantly influence young consumers' WBPI. The implications of this study are further discussed.

Keywords: online advertising; e-mail-advertising; you-tube advertising; social media advertising; web-based purchase intention; WBPI; young consumers.

DOI: 10.1504/IJECRM.2023.131081

International Journal of Electronic Customer Relationship Management, 2023 Vol.14 No.1, pp.83 - 101

Received: 26 Oct 2022
Accepted: 07 Mar 2023
Published online: 24 May 2023 *

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