CONSUMER BUYING BEHAVIOR TOWARDS ONLINE SHOPPING: A SEM ANALYSIS OF FINANCIAL CAPABILITY

Abstract

This research adds to our knowledge of how financial capacity impacts online consumer behavior, allowing us to manage our finances more methodically and effectively in an online situation. Also, by integrating consumers' financial capabilities, customer satisfaction with shipping, quality, security, and Customer Purchase Intention as a mediating variable among TPB and TAB and online shopping behavior. The PLS-SEM approach was exercised to investigate data from students and professors. Furthermore, by combining these three pre-established TAM and TPB theory models, convenience, financial capacity, consumer purchase intention, and customer happiness may be used to anticipate actual consumer behavior. Gender directly impacts online buying behavior and considerably moderates the association between customer purchase intention and internet shopping behavior. Customer satisfaction (CS) appears to mediate factors including quality, shipment, and customer online buying behavior (COSB). TAM model and TPB theory both have a substantial and beneficial effect on Consumer Purchase Intention, according to the present study. This research also reveals that Sen's capability theory model significantly influences Customer Online Shopping Behavior. To prevent any causal impact on online buying behavior, this research enhances the association between TPB and TAM components and Customer Purchase Intention by integrating demographic characteristics as control variables in the analysis.