From Adoption to Intention: The Empirical Relationship Between Digital Technologies and Online Purchasing Behaviour

The whole world has been severely hit by the pandemic wave with which we are still fighting and ‎trying to start from a new. The pandemic has hit the world in no time. The situation has brought ‎the whole world to a standstill, but the digital technology has come as a ray of hope to tackle the ‎situation and bring the businesses to work with normal pace. The online industry is witnessing a ‎tremendous growth. Considering the present prevailing scenario, acceptance and effectiveness of ‎technology among the consumers has been enhanced furthermore. The online purchasing with help ‎of advanced digital tools and techniques is gaining popularity among customers. In the current ‎scenario, where whole mankind is still living with the fear of pandemic, the applicability and ‎acceptance of digital technology among customers towards online purchasing has been enhanced. ‎The research paper tries to investigate the impact of digital technology adoption on behavioral ‎purchase intention through online mode. The results of study show that digital knowledge, ‎attitude and ease of use positively impact digital technology adoption. The study also shows that ‎there exists a cause-and-effect relationship between digital technology and behavioural intention ‎towards online shopping which was established through regression analysis. The study was ‎conducted by circulating 618 questionnaires to online shoppers across the country. The study also ‎formulates a model giving insight on effect of digital technology adoption on behavioural‎ intention towards online purchasing. The study concludes with suggesting the use of digital ‎technology towards enhancing effectiveness while purchasing through online mode‎.