Impact of demographics on online buying behaviour towards different products

A.M. Sakkthivel

22 citations0/0 files storedInternational Journal of Electronic Finance

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This paper aims to identify the impact of demographics on consumer buying behaviour towards online purchase of different products based on the involvement and investment (High, Medium and Low). It attempts to unearth the impact of the demographics on online purchase which is at present relatively limited. It would help the marketers to identify the demographic profile of consumers which is otherwise not known due to the intangible nature of internet. The findings would help the marketers to design their offerings based on the demographic profile of online consumers and would help the online marketers to identify and segment the online consumers which will enhance their focus and eventually leads to financial growth.

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References

1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 2004Dynamic Conversion Behavior at E-Commerce Sites 2004Demographic Factors and Playing Variables in Online Computer Gaming 2002Explaining and Predicting Consumer Intention to Purchase Over the Internet: An Exploratory Study 2001Using the Domain Specific Innovativeness Scale to identify innovative Internet consumers 1999Profiling potential adopters and non‐adopters of an interactive electronic shopping medium 2002What Products Can Be Successfully Promoted and Sold Via the Internet?1998Theory and measurement of consumer innovativeness

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