Factors Affecting Online Purchase Intention Of Kitchen Appliances: A Study Among Indian Women

Abstract

Online purchase of kitchen appliances has been growing steadily in the recent past. The present research examines the factors influencing online purchase intention of kitchen appliances among Indian women. A structured questionnaire was utilized to gather data from 287 participants. The study developed a research model based on extensive literature review and testedthe hypothesized relationships empirically. Exploratory factor analysis and multiple regression were applied using SPSS. Results of the study demonstrated that product perceived quality, product variety, price, brand trust, personal innovativeness and online reviews shown a significant positive impact on online kitchen appliance purchase intention. The study provides implications for academia and practioners.