ONLINE PURCHASE INTENTION: A STUDY ON CONSUMER BEHAVIOUR IN INDIAN DIGITAL ENVIRONMENT

With a potent market like India, where preference is given to a convenient lifestyle, the now happening digital revolution means that Indian marketers and purchasers have begun to understand the importance and advantages of utilizing online shopping platforms. Digital marketing affects the purchasing tendencies and intentions of people. This research aims to recognize the factors influencing Indian customers’ frame of mind towards shopping on the internet, following digital marketing, the results of which will be useful for the benefit of both marketers and consumers. Based on the Theory of Planned Behavior, constructs and variables such as Perceived Behavioral Control, Subjective Norms, and Attitudes, as well as India-specific factors (covers several socio-economic factors) are examined and analyzed in this study. Two key variables, online buying intentions, and online purchases, are included in the research. The results show that online purchase intentions is the most significant variable converting to online purchases. Out of the other factors, subjective norms positively affect online buying intentions the most, while perceived behavior negatively affects the same. The study highly reflects that digital marketing and targeting the correct audience both positively influence the purchase intentions of individuals, in turn converting into actual purchases.