1. Siddhant Institute of Business Management, Pune, Maharashtra, India; Prashant_kumar32@gmail.com

*             Correspondence: Prashant_kumar32@gmail.com

Keywords: purchase intention, purchase behavior, online service users, internet

1. INTRODUCTION

In contemporary society, the Internet has assumed a crucial role in our daily routines, encompassing various aspects such as interpersonal communication and commercial transactions involving the exchange of goods and services. In recent years, there has been a notable surge in the popularity of e-markets, surpassing the utilization of conventional marketplaces. The phenomenon of online shopping has experienced a surge in popularity in recent years [1], and it is anticipated that this trend will persist. As a result of this phenomenon, businesses are progressively engaging with their clientele via digital platforms and various channels known as “omni channels.” According to a recent estimation conducted by Forrester, the total expenditure on goods acquired from online merchants in the United States exclusively exceeded $334 billion in the year 2015. According to projections, it is anticipated that the total value of online sales will amount to 680 billion dollars by the year 2024. This projection is based on a compound annual growth rate (CAGR) of 10 percent, which is expected to persist over the course of the next five years. This suggests that the annual growth of online shopping has reached a noteworthy level. There is a growing inclination among customers to incur a slightly higher cost and transition towards online shopping, commonly referred to as the procurement of digital goods [2]. The observed change in consumer behavior can be attributed to the evolving fashion trends. The surge in online shopping can be attributed to the growing demands and busy schedules of contemporary consumers, as well as the abundance of alternative brands readily available for a wide range of products and services. Based on the research findings [3], consumers engage in online purchases for various reasons. Based on the research conducted by Swinyard and Smith, it has been observed that consumers exhibit a preference for online shopping due to the convenience of doorstep delivery and the perception of enhanced privacy associated with their purchases. Researchers conducted studies to examine the lifestyle characteristics of individuals who engage in online purchasing [4]. Based on previous research, it has been observed that individuals who engage in online shopping exhibit distinct preferences compared to those who prefer offline shopping. These preferences primarily revolve around the level of product information, variety, and customization sought by online shoppers in their purchasing decisions. Based on the working hypothesis of the Big Model Theory, a notable disparity exists between the increasing prevalence of online shopping and the conventional consumer. Furthermore, a number of scholars argue that conventional brick-and-mortar retail establishments are confronted with a substantial peril posed by the advent of E-Commerce, commonly referred to as online shopping [5]. The present study employed the “Unified Theory of Acceptance and Use of Technology” (UTAUT 2) framework, incorporating Social Influence as a moderator in the relationship between Purchase Intention and Purchase behavior. This investigation aimed to address the existing research gap pertaining to online service purchasing behavior. This study was conducted as part of the current research. The Technology Acceptance Model, commonly referred to as UTAUT, was formulated by Venkatesh and his associates [6]. The UTAUT framework can be understood as an extension of the TRA (Theory of Reasoned Action) and the TAM (Technology Acceptance Model).

2. LITERATURE REVIEW

Effort expectancy is the term used to describe the level of ease with which consumers interact with technology. The concept of “effort expectancy” pertains to a methodology that conveys the perception that information technology is uncomplicated and easy to utilize [7]. A notable research endeavor was conducted to investigate the phenomenon of online shopping among older adults in Taiwan. The findings of this study indicate that the perceived level of effort required for engaging in online shopping in Taiwan positively influences the intention of older adults to participate in this activity. Performance expectancy refers to the extent to which the utilization of a particular technology yields advantages for consumers in the execution of specific tasks. The utilization of technology can be advantageous for users in specific activities through the application of a technique called performance expectancy [8]. A notable research endeavor was conducted to investigate the phenomenon of online shopping among older adults in India. The findings of the study suggest that the performance expectations in India exert a positive influence on the older adults’ inclination to participate in online shopping [9].Adopting a website design that is already established can be advantageous in attracting potential customers who demonstrate an interest in our offerings [10]. The proposed method offers a straightforward approach to generating customer interest in a product and altering their online shopping behavior. Based on the results of this study, it is possible to enhance and modify consumers’ impulsive behavior through the utilization of motivational strategies, appropriate timing, perceived accountability, and social significance. The influence of social responsibility and relevance on customer disposition may lead to a more positive attitude towards online shopping [11]. Conversely, it is important to acknowledge that social references can exert an influence on an individual’s attitude and self-assurance while engaging in online shopping. It can be argued that reference groups exert influence on consumer behavior. The influence of personal networks, such as family, friends, or acquaintances, on the sales of a specific brand is undeniable. The central concept being discussed is the influence of reference groups on brand value and consumer behavior. When formulating their products, corporations should take into consideration the preferences, interests, and requirements of their designated target demographics [12].Irrespective of whether a transaction occurs in a physical retail setting or via an electronic commerce platform, the cognitive processes involved in decision-making and the patterns of consumer behavior exhibit certain similarities. Nevertheless, discernible differences can still be observed in the shopping environment generated by the brand or its advertising efforts. The consumer decision-making process commences with the identification of a need, proceeds with the acquisition of relevant information, the evaluation of alternative options, the selection of a final choice, and concludes with post-purchase behavior [13]. Online communication refers to the practice of promoting a product through the utilization of advertisements, promotions, or banners with the intention of capturing the interest of potential customers and persuading them to make a specific purchase. However, prior to completing the purchase, individuals are obligated to acquire supplementary information about the product that will aid them in making an informed decision regarding which alternative to select. If the advertisement fails to provide the necessary information, customers may resort to utilizing various online platforms, including catalogs, websites, and other similar resources, in order to obtain the desired information [14].The phenomenon of businesses operating exclusively online has experienced a significant surge in popularity within the domain of company development. Nevertheless, a considerable proportion of these internet-based stores experience a lack of success. Based on the findings of a study (15), a significant factor contributing to the lack of success of online stores is the absence of customer trust, as customers perceive potential risks associated with engaging in transactions on these platforms. According to the perspectives of multiple experts, individuals who engage in online shopping are susceptible to four distinct categories of risks. The extent to which customers perceive risk in the process of making a purchase decision significantly influences their inclination to engage in online shopping. However, it should be noted that no further evidence was found to support a correlation between the perception of uncertainty and the inclination to engage in a purchase [16].The establishment of initial trust in an online retailer is primarily influenced by the social presence exhibited by the retailer. The impact of social media on sales and purchases, customer satisfaction, and the convenience of online shopping cannot be overlooked. The establishment of trust among customers is a crucial factor in facilitating successful transactions in the realm of online shopping [17]. The concept of “trust” pertains to the perceptions and expectations individuals hold regarding the ethical behavior of others, while being influenced by factors such as subjective norms, security, risk, and confidence. Researchers seek to examine individuals such as these influential figures to ascertain the inherent propensity of individuals to place trust in others. The acquisition of trust between individuals plays a crucial role in facilitating effective and meaningful interactions across various contexts. The majority of previous studies (18) elucidate the correlation between trust and risk. The degree of trust that consumers place in their online shopping encounters plays a crucial role in shaping their preference for either e-tailers or e-marketplaces. Subsequent examination unveiled a discernible causal relationship among the entirety of the five distinct categories of perceived risks. The study revealed that solely the performance risk associated with the product exhibited a positive correlation with consumers’ trust expectations. The potential influence of the customer’s perception of the product’s performance on their risk propensity in an online transaction is worth considering. The user’s text is not sufficient to be rewritten in an academic manner. In contemporary times, a central and pivotal area of research pertains to the comprehension of customer purchase intention and behavior in relation to the utilization and adoption of emerging technologies [20]. The Theory of Reasoned Action (TRA), Diffusion of Innovation Theory, Theory of Planned Behavior (TPB), and DeLone and McLean’s success model are among the alternative models that have been employed. In 2003, Venkatesh et al. conducted a comprehensive review of previous research pertaining to user behavior and the acceptance of information technology (IT). As a result of their analysis, they introduced two influential theories: the Use of Technology (UTAUT) and the Unified Theory of Acceptance [21]. In the realm of purchasing tangible items online, previous studies have explored the relationship between purchase intention and purchase behavior, but have not considered the potential moderating effect of social influence. This study seeks to fill the gap in knowledge by conducting research on the behavior of consumers who purchase services online. The present research is going to check the impact of four independent variables, i.e., Performance Expectancy, Perceived Risk, Effort Expectancy, and Perceived Trust on Purchase Intent, and also analyze the moderating impact between Purchase Intention and Purchase Behavior for online service buyers of India.

3. CONCLUSIONS

In conclusion, the inclination of a potential consumer to acquire a service is influenced in a positive manner by their perception of its anticipated performance. Likewise, the customer’s purchase intentions can be influenced by the perceived risks associated with a service when they are utilizing the opportunity to browse the Internet. Furthermore, the findings also demonstrate that the perceived trustworthiness of a service, as perceived by customers, exerts a substantial influence on their decision-making process when considering the purchase of said service through online platforms. Moreover, it is an established truth that our actions serve as manifestations of the cognitive processes occurring within our minds. The behavior displayed in our daily lives can be attributed to our intentions, whether they are consciously or subconsciously formed. This study provides additional evidence regarding the limited impact of social influence on the development of purchase intention for services accessed through online platforms. This is the reason why a significant proportion of individuals in our country continue to favor the traditional practice of physically visiting a retail establishment to procure services. This preference stems from the limited penetration of internet usage in our society, as a substantial number of customers lack frequent and proficient internet access due to low literacy rates and limited availability of internet technology. The increasing enthusiasm among individuals for utilizing internet technology can significantly contribute to shaping consumer behavior by encouraging them to seek services through online platforms. From an analytical perspective, it is important to acknowledge the presence of specific limitations within the study being observed. This study encompasses a limited subset of the intended population. Individuals from diverse backgrounds and professions are increasingly embracing the utilization of online shopping services on a daily basis. Moreover, it is imperative to conduct a comprehensive analysis of specific services in order to evaluate their advantages and disadvantages. This is crucial due to the diverse range of services available for purchase online, making it inappropriate to extrapolate our findings to the entire process of online service transactions. This study examines the factors that influence the formation of purchase intentions among buyers who visit online sellers to purchase services. The findings highlight the importance of considering multiple factors in order to cultivate customer trust, enhance security perceptions, and foster repeat visits to the websites of organizations offering various services. It is imperative to conduct an analysis of the predominant societal trends. In the forthcoming era, enterprises engaged in online service provision will employ inventive tactics to attract the interest of service consumers, ensuring their convenience, confidence, and satisfaction by embracing online business platforms. This study holds significance as it examines the impact of various factors that contribute to the formation of purchase intention, ultimately resulting in the actual purchase behavior of customers when buying services online.  The identification and resolution of the observed issues in the present study can lead to a positive trajectory of growth. This study has emphasized the necessity for additional research to investigate the influences of various factors on the formation of purchasing intention, specifically in relation to the acquisition of specific services during online browsing activities. This study has additionally highlighted the significant opportunity for organizations that offer services through online platforms, as well as their managers, to gain a comprehensive understanding of the challenges and needs of customers who visit their websites. Individuals have the ability to employ efficient strategies in order to seek out solutions to their inquiries and identify approaches to address their concerns. The online market of services encompasses a wide range of geographical, social, and cross-cultural dimensions. This expansive nature not only presents business opportunities but also facilitates dynamic professional growth for managers.

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