Consumer behaviour on e-commerce platform pages for high and low involvement product categories

Abstract

Worldwide spread of pandemic has disrupted the way people purchase products and services and the way ecommerce is perceived by them. Consumers switched from shops to online e-commerce portals for all kinds of products- necessitiesto branded products. This has resulted to a surge in First Time Users (FTUs) on various e-commerce sites. In such a situation, it becomes imperative for marketers to understand what part of ecommerce pages customers look at while purchasing different product categories. Objective: The objective of our research is to study what parts of ecommerce pages do customers look at for high and low involvement products that lead to a positive purchase intention. We plan to test the following hypothesis in this studyHypothesis 1: For high involvement product, having relevant product description leads to higher purchase intention. Hypothesis 2: For low involvement product, having relevant product content (image & video) leads to higher purchase intention.