Volume: 19 Issue-01 (January-June) 2024

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ANALYSING THE ANTECENDENTS OF TECHNOLOGY ACCEPTANCE BEHAVIOUR ON CONSUMER BUYING DECISION

ABSTRACT

Purpose: The present study's goal is to determine how respondents' attitudes toward technology acceptance affect their purchasing decisions. Design 'methodology approach: In this study Qualitative research approach is adopted and using a descriptive research design collected responses through convenience random sampling, Findings: In this study it is identified two clusters namely E-tailers and shopaholics. People are attracted towards more online advertisements and contents which leads them to buy products online impulsively. Practical implications: This study is intended to provide information to E-tailers and online product sellers about how individuals are becoming increasingly drawn to online advertising and social media content. They are very aware of their advertisement content and social media reviews. People are more drawn to discounts and special deals, so vendors should focus on this as well.

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