Volume - 13 | Issue-1
Volume - 13 | Issue-1
Volume - 13 | Issue-1
Volume - 13 | Issue-1
Volume - 13 | Issue-1
The study aims to investigate the impact of various attributes of online shopping platform on purchase intention of consumers. Convenient sampling was employed to collect data through an online questionnaire from 380 adult customers of major shopping platforms in Chennai region. The independent variables for the study are Shopping Experience, Risk Perception and Website quality and the dependent variable is Purchase Intention. Structural equation modelling (SEM) with maximum likelihood estimation (MLE) via AMOS 23 was used. Modified S-O-R model explained considerable variation in online Shopping. The study showed that AI Shopping experience and Perceived Use are significant and positive predictors of Purchase intention and there exists no significance between Perceived Ease of Use and Purchase intention