Exploring the EWOM Impact on End Users Towards Online Snack Purchases: A PLS SEM Approach

Abstract

Consumer preference is mostly subjective, and it is perceived based on the standard utilities. Customer choices and preferences are the foundation of demand. Due to globalization the lifestyle of the Indian customer has changed in many dimensions and particularly in the choice of channel for purchase. Consumers are growing more aware of how to eat well through the internet and social media, and they are looking for brands & options. So far, Technology is changing the way food is reaching the consumer. Snacking has become an integral part of our Indian lifestyle. Snacking plays always an integral part of our Indians' lifestyle. The sea changes of the public towards the healthier living & food habits has increased the online purchase of snacking also. The Current study was based on the website quality and transaction quality evaluation on snack expert.com. Purposive random sampling is a method is adopted for the current study with a sample of 300 from Chennai city. The data collected has been analyzed by using Visual PLS tool and the structural equation model has been developed. The PLS model confirmed that the perception of Indian customers towards online snacking has an adequate model fit which is represented by the R2square Value of customer satisfaction (0.404) and behavioral intention of (0.925).