Digital frontier as the predictor of buying intention: a recursive model approach

Saket Ranjan Praveer, Naveen Kumar Ranganathan, John William Arokiasamy and Pavithra Rajendran

International Journal of Process Management and Benchmarking, 2025, vol. 21, issue 1, 106-123

Abstract: The evolving consumer landscape, shaped by digital frontiers, has profoundly altered traditional marketing practices, offering new avenues for information acquisition, interaction, and transactions. This study focuses on the digital frontier, representative of cutting-edge advancements in digital technologies, as a key predictor variable influencing consumers' intentions to engage in online purchases. Employing a comprehensive analysis through a recursive model, the research aims to reveal the nuanced dynamics and causal relationships between the digital frontier and buying intention. In the broader context, the study explores the influential factors affecting buying intention on websites, with content, clarity, design, convenience, reviews, and chatbot considered as exogenous variables impacting the endogenous variable of buying intention. Building on prior research by Davenport and Harris (2007), the study emphasises the potency of personalisation and recommendation algorithms in shaping consumer decisions in the digital realm. The empirical investigation, conducted through a recursive model with multivariate analysis using primary data, identifies significant factors such as web content, website clarity, website design, and consumer reviews on web portals as crucial contributors to buying intention, particularly in the domain of consumer electronics.

Keywords: digital frontier; buying intention; content; clarity; design; convenience; reviews; chatbot. (search for similar items in EconPapers)
Date: 2025
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