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Relationship between Consumer Online Search Behaviour & Their Online Buying Intention having Income as Moderating Variable

Amit Kishore Sinha


This research work aims to study the relationship between consumer online search behaviour on e-tail websites and their online buying intention from such websites. This relationship is also studied in presence of income as moderating variable. Research is based upon primary survey of 500 respondents of Madhya Pradesh. For the purpose of analysis percentage analysis, correlation analysis and regression analysis were used. It was found that there is a relationship between above mentioned two variables and income works as moderating variable in this relationship

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