Product Display Influence Online Shopping Behaviour

Abstract

In todays’ competitive environment, achieving a viable growth and sustainability for the business is important. With the passage of time, managers and researchers have realized that making loyal customer goes beyond simply making customer satisfied. Customer brand engagement is receiving considerable attention and companies spend billions of dollar on engagement strategies annually. A powerful tool to establish a dialogue with the customer is through customer engagement in conjunction with value co-creation. This research study is investigating the effect of product display for E-commerce websites on sopping behaviors of the millennials through electronic word of mouth and perceived value.  This research study goes on to conceptualizes the research framework that consist mainly of the product display influence that is independent variable, purchase intention as the dependent variable, electronic word of mouth and perceived value as moderator. Questionnaire is used for the research analysis and data is collected from set sample frame of millennials of fashion online clothing buyers. The tool that is used for the data analysis is Smart PLS which depicts the validating effect of the study. The results of the empirical investigation find that there is a positive relationship between products display and online shopping behavior. The results of this research study also show that the electronic word of mouth moderates the relationship between product display and online shopping behavior. It also shows the moderating effect of perceived value on product display and online shopping customers.