Impact of views vs. Purchased study of purchase intentions across customers and products

Abstract

In today’s era of digitization, e-commerce platforms play an essential role in business development, owing to many benefits from the customers’ point of view. With the rapid growth of internet penetration, there have been multiple folds in the usage of e-commerce platforms in the customers’ daily lives. Hence, it has become necessary for companies to continually improvise the platforms to attract the customers in all the possible ways. Some of the ways in which these platforms woo the customers include the presence of customer reviews, the offer of discounts and promotions, easy payment mode for the convenience, availability details, etc. In this current study, we wanted to study the purchase intentions of the customers when they look at the online advertisements with the information of i) Number of customers viewed the product ii) Number of customers purchased the product For the purpose of our study, null and alternate hypotheses are formulated with the information of 500 viewed vs. 250 purchased the product. For our sample study, we floated the survey with a set of questions that essentially capture the purchase intentions of the customers using Qualtrics by showing the two advertisements of the same product and price with two different information as per the hypothesis. From the responses we received, we employed statistical tools with descriptive statistics. We ran the Multiple regression to study the influence of parameters on the advertisement to understand the customers’ decision-making intentions better. We could be able to recommend in terms of the customers’ intention to purchase and the appealing of the advertisement that they are more driven by the ad with purchased information, i.e.,, information on the number of customers purchased the product (Ad #2). Hence, for better conversion rates, Ad #2 is more effective for e-commerce companies.