{"title":"Consumer purchase intention towards private label brands of virtual retailers: evidence from a developing nation","authors":"Sumit Kumar, B. Chandra","doi":"10.1504/ijemr.2020.10028607","DOIUrl":null,"url":null,"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.","PeriodicalId":35056,"journal":{"name":"International Journal of Electronic Marketing and Retailing","volume":"1 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2020-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Marketing and Retailing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/ijemr.2020.10028607","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
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.
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.