THE ROLE OF ONLINE ADVERTISING ON PURCHASE INTENTION THROUGH

Abstract: The unprecedented growth of the online business sector has transformed the behavior of the consumers in a manner that is extremely radical. Online advertising has thus emerged as one of the most important factors that determine the purchase intention of the consumers. To reach the customers and persuade them to buy the products, online marketing media are increasingly being adopted by the business enterprises. Yet, the impact of the different aspects of advertising on the mind of the consumer to arrive at the purchasing decision remains a very interesting area of research. The present paper is focused on the research on the impact of the different aspects of online advertising, namely informativeness, entertainment, incentives, and credibility, on the purchasing decisions of the consumers.

The research was of the quantitative type, and the instrument of data collection was the structured questionnaire among the online consumers of the city of Chennai. The data collected was then processed by means of the statistical package for social sciences, including reliability tests, the formation of common factors, correlation, and regression analysis. Findings have indicated that, out of the four aspects of advertising, informativeness and credibility have the highest positive effect on shopping intention, whereas to some extent, incentive and entertainment have another positive effect on shopping intention. Therefore, the research has indicated that the role of the advertisement is to increase the level of consumer purchase, where the advertisement is considered to be a source of knowledge, credible, and also offers attractive marketing offers.

Significance of the research paper: The research paper has significant implications, both theoretically and practically, as the research was conducted to quantitatively analyze the relationship between online advertising leading factors and the intention of consumer purchase, where the effective means of advertising are explained to attract the attention of the consumer. The efficient means of advertising, if adopted by the consumer, has the potential to increase the rate of conversion quantitatively for the business of e-commerce.

Keywords: Online advertising, Purchase intention, E-commerce, Credibility, Informativeness.