Predicting purchase intention of online consumers using discriminant analysis approach

Abstract

The Internet plays a vital role in the business world today. It has created a tremendous volume of business transactions all over the world. Internet not only introduces a new way of doing business, it also changes consumer lifestyle. Consumers can buy products or services via the Internet without going to a physical store. Therefore, it is very important to investigate this phenomenon, seeking to determine the variables that actually motivate consumers to adopt internet shopping. In this context, this study attempts to formulate a discriminant equation on the basis of some established predictors and separate the segment into suspects and prospects. It will be healpful for the retailers can make a market assessment about their brand through this approach which will in turn, help the marketer to reduce the market risk.\u