THE IMPACT OF PERCEIVED PROMOTIONAL BENEFITS ON PURCHASE INTENTIONS AND ACTUAL USAGE BEHAVIOUR: THE MODERATING ROLE OF PERCEIVED PROMOTIONAL BENEFITS

Abstract

Online shopping has expanded tremendously in India, courtesy easy internet access by millions of Indians and “Digital India’’ initiatives of the Government of India. As organizations are attempting to globalize their sales, internet becomes the primary vehicle of selling their products or services worldwide. Many businesses have their dedicated web pages in addition to their retail brick and mortar stores, and some started their businesses online alone. Online store is the preferred choice of urban consumers now. There are many factors that contribute towards customers’ preference in favour of shopping online. The purpose of our research work is to study the impact of perceived promotional benefits on purchase intentions and actual usage behaviour. Behavioural studies based on technology adoption involves too many socio- economic- technical aspects which interlinks consumer psychology, social group behaviour and cultural anthropology, hence such studies involve several layers of causal relationship which need to be explored through structural equation modelling (SEM).