Determination of Purchase Intention in Online Shopping through Consumer Decision Making Styles an Empirical Approach
S. Aswini Priya1, Pulidindi Venugopal2

1S. Aswini Priya, Department of Business, VIT School, Vellore Institute of Technology, Vellore (Tamil Nadu), India.
2Dr. Pulidindi Venugopal, Department of Technology Management, Vellore Institute of Technology, Vellore (Tamil Nadu), India.

Manuscript received on 01 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript published on 30 May 2019 | PP: 2893-2897 | Volume-8 Issue-7, May 2019 | Retrieval Number: G6090058719/19©BEIESP
Open Access | Ethics and Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (

Abstract: The technological innovation is driving consumers to an online world and it is fetching value to the retailers. E-commerce market in India is growing drastically in the past recent by upgrading it to social commerce and Facebook commerce. Consumers’ shopping through online mode is growing and the revenue is increased year by year. According to Forbes 2018, E-commerce sector was enlarged to 11.4% which is high when compared with the previous year. One of the latest trend in online shopping is multi-channel retailing where it creates a positive impression in the minds of the consumer and drags them to sale point. Shopping behavior of consumers is different when they do purchase in online mode rather than in offline mode. Hence this study aims to examine the impact of decision making styles of consumers on online purchase intention among online shoppers in Vellore district. Data is collected from 240 online shoppers in Vellore district. Regression analysis using SPSS is carried out to determine the purpose. The outcome of the study revealed that shopping styles such as quality, fashion, impulsiveness, brand-loyal, hedonistic, confused with over choice, brand, and price consciousness positively influences online purchase intention of consumers. Limitations and future research is delineated and suggested.
Keyword: Facebook, Impulsiveness, Purchase Intention, Price Consciousness, Technological Innovation.
Scope of the Article: Online Learning Systems