Impact of perceived value on the online purchase intention of base of the pyramid consumers

Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi‐structured in‐...

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Bibliographic Details
Published in:International journal of consumer studies 2023-07, Vol.47 (4), p.1291-1314
Main Authors: Srivastava, Abhinav, Mukherjee, Srabanti, Datta, Biplab, Shankar, Amit
Format: Article
Language:English
Subjects:
BOP
Consumer behavior
online shopping
perceived benefits
perceived sacrifices
perceived value
Purchase intention
Purchasing power
Sacrifices
Shopping
value‐based adoption model
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Summary:Despite the voluminous purchasing power of the consumers at the base of the pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates the factors that trigger the online shopping intention of BOP consumers. We conducted semi‐structured in‐depth interviews with 52 BOP respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing BOP consumers' perceived value for online purchases, subsequently determining their adoption behaviour. As a novel contribution to the literature, this study unfolds several unknown factors that motivate/demotivate BOP consumers to buy online using the Value‐based Adoption Model (VAM). The findings of this study will help e‐commerce marketers enhance BOP consumers' usage intention toward online purchases.
ISSN:1470-6423
1470-6431
DOI:10.1111/ijcs.12907