Investigating the Impact of Online Advertising on Consumer Attitude towards Purchasing Electronic Gadgets – An Empirical Study using SEM Approach Rajalakshmi C.*,**, Dr. Purusothaman Uma Rani***,**** *Assistant Professor, Department of Management Studies, Adhiparasakthi Engineering College, Melmaruvathur, India **Research Scholar, Anna University, Chennai, India ***Professor, Faculty of Management Studies, Saveetha Engineering College, Thandalam, Chennai, India ***Research Supervisor, Anna University, Chennai, India Online published on 9 November, 2016. Abstract The growth of Information Technology industry provides lot of comfort and technology support to domestic and industrial applications. The volume of sale of products and services through online increases rapidly in India, earlier the people of India had hesitation about security of financial transactions through electronic networks, but now-a-days all kind of bill payments, purchase of products even like grocery, vegetables, etcare purchased through online. The booming of online shopping boosted the purchase of electronic gadgets. The main aim of the study is to explore the impact of online advertising on consumer attitude towards the purchase of electronic gadgets using structural equation modeling approach. The results of correlation analysis indicates there is sufficient interrelationship between the constructs of online advertisement on constructs of consumer attitude. The Structural Equation Modeling (SEM) results also confirmed that there is a strong relationship between the online advertisement characteristics and consumer attitude towards purchase of electronic gadgets. Top Keywords Online advertisement, consumer attitude, electronic gadgets, Structural Equation Model (SEM). Top |