Effect of Consumer Innovativeness on Online Buying Behavior in an Emerging Market

Purpose – India is predicted to lead the world in online sales, but the behavioral range of online consumer has not been researched adequately. Moreover, the research on the role of psychological variables like consumer innovativeness in online purchase behavior has not been investigated. This paper aims to unravel the role of ‘consumer innovativeness’ in predicting online purchase intention. Further, this paper examines the effect of consumer innovativeness on ‘online information search’ and ‘attitude’ in online purchase areas. Research design, data, and methodology – This study uses factor analysis to confirm the convergent and discriminant validities from the adopted scales. Regression analysis was employed to test the various hypotheses in this study. Results – This study finds that consumer innovativeness affects positively ‘information search’, ‘attitude’ and ‘purchase intentions’ in online purchase circumstances. Conclusions – Consumer Innovativeness has emerged as a significant factor affecting online purchase intentions. It has also been confronted with an important variable affecting online information search and attitudes for online purchase.