Paper Details

Name: R. Selvi & B. Sasikala
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 36-44
DOI: https://doi.org/10.5281/zenodo.18490618

ABSTRACT
Purchase intention serves as a critical psychological construct that bridges consumers’
perceptions, attitudes, and external influences with observable behaviors such as actual
purchase, repurchase, loyalty, and word-of-mouth. Understanding why consumers intend to purchase and how those intentions translate into actual behavioral responses remains a central concern in marketing and consumer behavior research. The article empirically examines the key antecedents of purchase intention and analyzes their subsequent impact on customer behavioral responses. Drawing on established theories such as the Theory of Planned Behavior, the Technology Acceptance Model, and Stimulus–Organism–Response framework, the study conceptualizes purchase intention as a mediating variable between antecedent factors and behavioral outcomes. A convenience sampling technique was employed to collect data from respondents. The study offers important theoretical contributions and practical implications for marketers, policymakers, and researchers seeking to influence consumer behavior in competitive and dynamic markets. Overall, the findings underscore the
importance of strategic e-marketing practices that prioritize engagement, relevance, personalization, and social validation to positively influence consumer purchase behaviour in the digital marketplace.

Keywords: Purchase Intention, Consumer Behavior, Behavioral Responses, Perceived Value, Trust and Marketing Strategy