Consumer purchase intention towards private label brands of virtual retailers: evidence from a developing nation

Q3 Business, Management and Accounting
Sumit Kumar, B. Chandra
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引用次数: 4

Abstract

Despite an evolutionary growth in PLBV in the recent past, the study on PLBV is scarce. The present study is a novel attempt to gauge underlying purchase intention of consumers towards PLBV in developing nation like India. A PLBV purchase intention framework incorporating the online store image and consumers' technology acceptance along with other pertinent factors has been designed and empirically validated. An online questionnaire was framed and administered to the identified survey pool followed by analysis of data using confirmatory factor analysis (CFA) and structural equation modelling (SEM) to validate the proposed framework. The findings unveil store image, technology acceptance, consumer innovativeness and shoppers' value consciousness as the building blocks of attitude towards PLBV. Additionally, the result unfolds that price consciousness does not influence shoppers' attitude towards PLBV individually. However, when other factors act in unison, the purchase intention towards PLBV increases which is remarkable in contrast to the PLB purchase intention in offline mode.
消费者对虚拟零售商自有品牌的购买意愿:来自发展中国家的证据
尽管近年来PLBV在进化上有所增长,但对PLBV的研究却很少。本研究是一项新颖的尝试,旨在衡量印度等发展中国家消费者对PLBV的潜在购买意愿。设计并实证验证了PLBV购买意向框架,该框架结合了网店形象和消费者的技术接受度以及其他相关因素。编制了一份在线问卷,并对已确定的调查库进行了管理,随后使用验证性因素分析(CFA)和结构方程建模(SEM)对数据进行了分析,以验证所提出的框架。研究结果揭示了商店形象、技术接受度、消费者创新性和消费者价值意识是PLBV态度的组成部分。此外,研究结果表明,价格意识不会单独影响购物者对PLBV的态度。然而,当其他因素共同作用时,对PLBV的购买意愿增加,这与线下模式下的PLB购买意愿相比是显著的。
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来源期刊
International Journal of Electronic Marketing and Retailing
International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management
CiteScore
2.30
自引率
0.00%
发文量
54
期刊介绍: The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.
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