Seybold Report ISSN: 1533-9211
Ram Kiran K, Dr. N Srikanth Reddy
Vol 18, No 11 ( 2023 ) | Licensing: CC 4.0 | Pg no: 220-232 | Published on: 30-11-2023
Abstract
Research indicates that consumer behaviour is shaped by a multitude of factors, encompassing personal, societal, and environmental effects. Individual factors such as attitudes, perspectives, and values affect consumer behaviour, whereas societal factors such as family, friends, and social networks exert a social influence on consumer behaviour. Consumer behaviour is shaped by environmental factors such as cultural norms, economic conditions, and technological progress. The objective of this study is to investigate the factors that impact consumers' behavioural intentions and actual purchase behaviour while buying jewellery through online platforms. The study aims to ascertain the impact of individual, societal, and environmental factors on consumer behaviour. Moreover, the study aims to examine how trust, perceived risk, and perceived value influence customers' behavioural intention and actual behaviour.
This study is essential as it elucidates the factors that impact customer behaviour while buying jewellery through online platforms. The study's findings can aid online jewellery vendors in devising strategies that enhance consumer confidence, reduce perceived uncertainty, and elevate perceived worth. Moreover, the research can aid policymakers and marketers in gaining a deeper comprehension of the factors that impact consumer behaviour and formulating policies and tactics to promote the growth of online jewellery retail.
Keywords:
Behavioural Intention, Buying Behaviour, Online Jewellery purchase, Consumers behaviour