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Effects of Nudge and Purchase Intention in Online Purchasing of Electronic Products Christeena A. Binu1, Preetha S.2 1Research Scholar, VISTAS Chennai 2Professor, School of Management Studies, VISTAS, Chennai Online published on 21 February, 2019. Abstract Online purchase of electronic product is very much preferred by consumers. It has become very popular as customers are able to have a very good experience by making a comparison of the features of different products available in the market and make an informed choice. Customers’ intention to buy online is influenced by an array of factors. Nudges are interventions that are made in a specific direction but do not compel customers but allow them to make choices in their own way. This paper will concentrate on the effect of nudges on customer intention. It will explore the reasons for online purchase, the value it creates for customers and the effect of nudges. Statistical tools such as Regression and Correlation are used to analyse the effect of nudges and the results depict the extent to which demographic variables such as Occupation and Income influence nudges and purchase intentions. Top Keywords Nudges, Online purchase, Purchase intention, Electronic Products. Top | |
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