Digital Marketing Trends of West Bengal in the Endemic Era
DOI:
https://doi.org/10.58574/jaa.2024.v4.i1.13Keywords:
Affordability, Customers’ Online Purchase Intention, Perceived Usefulness, Reliability, Security, Social InfluenceAbstract
Electronic commerce has been established for four decades, but it has seen the most rapid expansion in recent years, as the epidemic forced traditional businesses / physical firms to go into lockdown mode. While this generation's youth were already addicted to internet shopping, COVID-19 seclusion forced even the elderly to log on for needs like groceries and prescriptions. Even the new internet businesses have seen their sales increase as a result of this dependence on the convenience of mass doorstep/house delivery, and they are sure that the upward trend will continue. The consumer goods industry has seen an increase in sales during the post-pandemic.
Maximum of the population of West Bengal has now shifted to online platforms, resulting in the popularity of brand websites and the establishment of various new shopping sectors, in this endemic era. The current analysis is based on the use of various online channels, as well as customers' online purchasing intentions via these sites. The goal is to see how perceived usability, Security and Reliability, available benefits, and Social Influence is mediated by Customer Satisfaction, to influence customers' online purchasing intentions. Principal Component Analysis was used to reduce the number of variables. Confirmatory Factor Analysis was run to get the model fit indices, and structural equation modelling was utilised to further find the relationship between the independent, mediator, and dependent variables. The analysis was done with the help of SPSS AMOS 23 Software.
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