The Vitality of Price Comparison and Product Display for Assortment Satisfaction: Online Footwear Purchase

Pranay Verma
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Pranay Verma: Footwear Design Development Institute, Uttar Pradesh, India

International Journal of E-Business Research (IJEBR), 2019, vol. 15, issue 3, 51-68

Abstract: The objective of this study is to examine factors that influence Indian consumer's assortment satisfaction towards the online purchase of footwear. A questionnaire was used to collect data using stratified sampling from different online shoppers. Structural equation modeling showed a significant impact of product display and price comparison on assortment satisfaction. Arguably, this is the first article which shows a linkage between product display and price comparison on assortment satisfaction for online footwear purchases. Further, a moderation of income and gender upon the two independent variables was studied using hierarchical regression method. Gender along with gender and income interaction with price comparison moderates assortment satisfaction.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:15:y:2019:i:3:p:51-68

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