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Assessing the Impact of Online Retailer Models on Consumer’s Attitude and Purchase Intentions

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  • Komal Nagar

Abstract

The purpose of this research was to examine the influence of online retailer models on Indian consumer’s attitude towards retail websites and their purchase intentions. Using an online shopping scenario, a case study was conducted on 240 postgraduate marketing students at an Indian university to evaluate the effects of two online shopping website factors on the user’s attitude towards retail websites and their purchase intentions. The findings of the study suggest that players in the e-tailing business should increasingly move towards multi category purchase model to increase the purchase intentions of the consumers. They also need to constantly review and upgrade the services offered to ensure increased intentions to purchase. The findings can enable online retailers in India to explore and shape the Internet as the next big business opportunity.

Suggested Citation

  • Komal Nagar, 2018. "Assessing the Impact of Online Retailer Models on Consumer’s Attitude and Purchase Intentions," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 1-12, January.
    • Handle: RePEc:sae:iimkoz:v:7:y:2018:i:1:p:1-12
    DOI: 10.1177/2277975217733871
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    Cited by:

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    2. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.

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