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The Moderating Effect of Demographic Profiles of Indian Consumers on the Impact of Different Website Attributes on the Purchase Intentions of Buyers
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Author(s): Aanchal Aggarwal (Vivekananda Institute of Professional Studies, India), Nupur Arora (Vivekananda Institute of Professional Studies, India), Parul Manchanda (Netaji Subhas University of Technology, New Delhi, India)and Rajesh Verma (Christ University, Bangalore, India)
Copyright: 2025
Pages: 30
Source title:
Addressing Practical Problems Through the Metaverse and Game-Inspired Mechanics
Source Author(s)/Editor(s): Garima Malik (Birla Institute of Management Technology, India), Dharmendra Singh (Modern College of Business and Science, Oman)and Rohit Bansal (Rajiv Gandhi Institute of Petroleum Technology, India)
DOI: 10.4018/979-8-3693-8886-0.ch014
Purchase
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Abstract
The aim of the paper is to provide a thorough model that explains how Indian consumers' demographic profiles moderate the impact of various website attributes on their purchase intentions and how this helps e-retailers in the context of online shopping. We identified eight online interface features—site design, site convenience, transaction security, payment system, customer communication, delivery information, product information, and special content information—after conducting a in depth literature review. Therefore, we made an effort to ascertain the connections between age, gender, wealth, and online interface elements. 500 Delhi NCR online shoppers took part in the poll. We used structural equation modelling and AMOS to explore the hypothesized correlations between web interface elements, age, gender, income, and purchase intentions. The findings indicated that while income has no discernible influence, age and gender have a major moderating effect on the impact of web interface elements on purchase intentions.
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