The Impact of Country of Origin, Trust, and Satisfaction on Online Purchase Intention in Emerging Markets: An Indian Perspective
From Jindal Journal of BusinessResearch
Though online retailing penetration has been
growing over the years, prior research has shown that unethical practices by
e-tailers have been detrimental to its growth. Previous studies have found that
consumers are worried about various unethical practices, such as privacy, security,
deception, fulfillment, and customer services, during online shopping. However,
trust and satisfaction with online retailers have resulted in consumer purchase
intention. This
study investigates consumer online purchase intentions in emerging markets by
focusing on the impact of country of origin (COO), trust, and satisfaction. Here,
COO cues act as a trust builder, leading to the online purchase transaction and
enhancing post-purchase satisfaction, further leading to increased consumer
confidence.
There has been a growing interest in
understanding consumer behavior toward online shopping in emerging markets.
However, research on understanding the impact of COO on purchase intention is
relatively underexplored. Analyzing the effect of COO in an emerging market
context like India is essential, as it is the fifth largest global destination
in the retail space (IBEF, 2021). The Indian online retail market is poised to
grow from $ 60 billion in 2020 to $73 billion by 2022 (Statista, 2021).
Opportunities in the online retailing sector have resulted in foreign players,
like Amazon and eBay, entering the Indian market. However, there is no concrete
information available on consumers’ marketplace behavior toward domestic and
foreign retailer brands. Therefore, the present research was conducted to
understand the impact of COO on consumer behavior in Indian online retailing.
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