Factors Influencing Online Customer Engagement:A Psychographic Study Of Amazon Customers

Abstract

This study investigates the components that affect online consumer engagement for Amazon, one of the best e-commerce sites worldwide. It's important to comprehend how Amazon interacts with its consumers given the expanding popularity of online purchasing. According to latest figures India has a 47% penetration rate with 627 million internet users. Amongst all Indian internet users with 20 million active users, Amazon accounts for around 3.2%. The dimension of this study is to focus on efficiency, and determining aspects of online consumer involvement for Amazon. Data were gathered via a survey from 400 individuals using a convenience sample approach. For the purpose to solidify the literature review and create a theoretical framework, the study used factor analysis and bibliometric modeling. The data were examined using SPSS yielding thorough insights. In the international market, online consumer involvement was first offered in 1999, and by 2001, researchers had started to quantify its importance. This facet of online customer engagement was available in India in 2019–2020 (COVID-19); the research measures, develop and understand the theoretical framework for Online Customer Engagement and study the factors influencing Customers of Amazon for Online Customer Engagement.

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