Dataset exploring customer purchase intention and online buying behaviour through theory of planned behaviour

Published: 21 February 2023| Version 1 | DOI: 10.17632/mpd6m6jp4f.1
Contributors:
raijyotsna Rai,
,

Description

The aim of this research is to explore the theory of planned behaviour about consumer behaviour and purchase decision from the social psychology perspective. We understand the customer purchase intention to use online channels and, in this way, determine the precursors of online customer purchase intention in a spiritual city and a handloom hub city. we understand the role of personalized ads, views about shopping website brands and TPB. Hypotheses: H1: Customer purchase intention positively relates to overall online buying behaviour. H1a: Age moderates the effect of customer purchase intention on online buying behaviour. H2: Personalized advertisements positively influence customer attitudes towards shopping website brands. H2a: Age moderates the effect of personalized advertisements on customer attitudes towards shopping website brands. H3: Personalized advertisements significantly affect customer purchase intention. H3a: Age moderates the effect of personalized advertisements on customer purchase intention. H4: Attitude towards shopping website brands positively affects customer purchase intention. H4a: Age moderates the effect of attitude towards shopping website brands on customer purchase intention. H5: Subjective norms affect customer purchase intention. H5a: Age moderates the effect of subjective norms on customer purchase intention. H6: PBC affects customer purchase intention. H6a: Age moderates the effect of PBC on customer purchase intention.

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Marketing, Consumer Behavior

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