INVESTIGATING THE ROLE OF SELF CONFIDENCE AMONGST CONSUMERS IN THE EARLY ADULTHOOD STAGE.

Abstract

In today’s context consumers self-confidence and their knowledge plays a major role in their decision making process. To gain knowledge about the products features and its authenticity, information search plays a major role; it helps in increasing the self-confidence of the consumer while making satisfactory decision. This experience has contributed to the emergence of information search and information diffusion behavior is the key areas for research in the field of consumer behavior now a days. However, in the present research, researcher identified seven factors namely Customer Behavioral Consciousness, Customer Knowledge , Self-assurance of information searching, Customer Uncertain Behavior, Esteem and Attention Seeker, Buyer Confidence ,Customer Self Belief affecting the Consumer Self Confidence based on KMO Analysis and also proposed CFA Model using AMOS to confirm the extraction of consumer self-confidence with information search behavior The sample size taken for the purpose of study was 300 respondents using a convenience sampling.Results suggest that the customer uncertain behavior creates lack of confidence for purchasing and also suggest the different aspect of customers’ confidence and their behavior with or without knowledge/information. The results also indicate that a seven-factor correlated model provides the best representation of the data. The present study contributes to the promising literature regarding the role of various factors that are affecting the consumer self-confidence and how consumer self-confidenceis influenced by information search. The research also explore the various factors affecting the self-confidence of the consumer while making decision to purchase a product and also identified the most critical factor that is to the information search behavior.