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The role of Affective Attitude in the relationship between Utilitarian and Purchase Intention towards Online shopping of Groceries

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Pooja Singh, Dr. Atul Sangal
» doi: 10.31838/ecb/2023.12.si6.099


Based on the Stimulus-Organism-Response (S-O-R) theory, the aim of the study is to investigate the mediating impact of Affective Attitude on Utilitarian and Purchase Intention. With this aim, the data was gathered from respondents using a online questionnaire. Structural Equation Model using Python results provided support for the positive relationship among Purchase Intention and Affective Attitude. Additionally, the positive relationship between Utilitarian and Affective Attitude could be seen in the presence of all the latent constructs of Utilitarian

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