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Modelling of determinants influence consumer behaviour towards different technology products

Author

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  • A.M. Sakkthivel

Abstract

The paper aims at conducting an empirical investigation in order to identify the determinants that influence consumer behaviour towards buying different technology products (high, medium and low). The paper attempts to develop an empirically proved model of determinants that influence consumer behaviour towards buying different technology products. The research identified that the peer groups' suggestions have maximum influence on consumer behaviour towards buying high and medium technology products, whereas brand reputation and accreditation from society influence consumer behaviour towards buying low technology products. The findings would provide valuable insights to the marketers on the variables influence consumer behaviour towards different technology products.

Suggested Citation

  • A.M. Sakkthivel, 2011. "Modelling of determinants influence consumer behaviour towards different technology products," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 5(1), pages 84-103.
    • Handle: RePEc:ids:ijelfi:v:5:y:2011:i:1:p:84-103
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    Cited by:

    1. Guoyin Jiang & Feicheng Ma & Youtian Wang, 2012. "A review on the evolution of user acceptance behaviour in collaborative e-commerce," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 6(1), pages 62-78.
    2. A.M. Sakkthivel, 2012. "Modelling consumer choice (buying) and switching behaviour in a restricted marketing environment," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 6(1), pages 35-48.

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