అకాడమీ ఆఫ్ మార్కెటింగ్ స్టడీస్ జర్నల్

1528-2678

నైరూప్య

Exploring the Role of Conscious Attention and Enthused Participation in Online Purchase Behaviour: Moderating Role of Gender

Satish Chandra Ojha, Teena Bharti and Reetu Singh

Purpose: This research study is an exploration into the role of conscious attention and enthused participation in online purchase behaviour while investigating the moderation effect of gender. Design/methodology/approach-We used self-administered questionnaire-based approach to collect 421 responses and utilised structural equation modelling along with multigroup analysis to test the hypotheses. Findings- Results revealed that conscious attention and enthused participation in online purchase behaviour dimensions. Also, gender has negligible gender differences in online shopping purchase behaviour. Originality/value- The study adds to the S-R framework and suggests putting an equal emphasis on tangible and intangible benefits to encourage customers to interact with the online brand and, ultimately, increase online purchase behaviour.

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