IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04668727.html
   My bibliography  Save this paper

The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market

Author

Listed:
  • Prabaharan M

    (Madurai Kamaraj University)

  • M Selvalakshmi

    (TSM - Thiagarajar School of Management)

  • R Christina Jeya Nithilia

    (St. Xavier's College, Palayamkottai)

Abstract

Objectives: The present research aims to study how digital touchpoints impact the exploration of purchase opportunities for customers in car purchases. Another purpose is to explore how customers use digital touchpoints to gather information and how it influences their purchase decisions. It also aims to explore the potential mediation effect of "exciting pursuit" on the relationship between using digital touchpoints and exploring purchase opportunities. Methods: The study employed a descriptive approach. A structured online questionnaire was framed that encompassed digital touchpoint usage, information search experience, and purchase opportunities. Stratified and purposive sampling techniques were used to collect data from 605 car owners and prospective buyers across five high-selling states in India. Data analysis via SPSS & SMART-PLS confirmed construct validity, revealed the direct and indirect effects of the model. Findings: Websites and non-official websites emerged as preferred digital touchpoints for information search. Most customers were male (61.4%), aged between 30 and 35 (35.4%). Customers' age is associated with the official websites (p=0.001, χ =14.21) and YouTube (p=0.007, χ =18.698) usage. Enabling digital content search (EDCS; β=0.311, t =7.331), appropriateness of digital information (AOI; β=0.594, t =11.556) positively impact Exciting Pursuit (EP; β=0.629, t =27.610) and the customer's interest in exploring various purchase opportunities (EPO). EP (t=28.525) significantly influences EPO and act as a mediator between EDCS/AOI (t=11.834/t = 7.399) and EPO. Novelty: This research focuses on the role of digital touchpoints in the car purchase journey in India. It focuses on the customer's emotional response to the digital touchpoints, which are used to gather information for their purchase, and it is creating a mediating effect of exciting pursuit in the relationship between digital touchpoints and purchase opportunities. By leveraging the S-O-R model, this study contributes to the current discussion regarding the changing role of digital touchpoints in the automobile industry. Keywords: Digital Touchpoints, Digital Marketing, Stimuli­Organism­Response Model, Car Buyer Behaviour, Automobile Industry, Structural Equation Modelling

Suggested Citation

  • Prabaharan M & M Selvalakshmi & R Christina Jeya Nithilia, 2024. "The Role of Digital Touchpoints in Car Purchasing - An Empirical Research Concerning the Indian Market," Post-Print hal-04668727, HAL.
    • Handle: RePEc:hal:journl:hal-04668727
    DOI: 10.17485/IJST/v17i29.3212
    Note: View the original document on HAL open archive server: https://hal.science/hal-04668727
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04668727/document
    Download Restriction: no
    File URL: https://libkey.io/10.17485/IJST/v17i29.3212?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Zhengyan Guo & Yao Yao & Yuan-Cheng Chang, 2022. "Research on Customer Behavioral Intention of Hot Spring Resorts Based on SOR Model: The Multiple Mediation Effects of Service Climate and Employee Engagement," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    2. Camelia Grădinaru & Daniel-Rareș Obadă & Ioan-Alexandru Grădinaru & Dan-Cristian Dabija, 2022. "Enhancing Sustainable Cosmetics Brand Purchase: A Comprehensive Approach Based on the SOR Model and the Triple Bottom Line," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    3. Mitxel Cotarelo & Teresa Fayos & Haydeé Calderón & Alejandro Mollá, 2021. "Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    2. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Patrick Klein & Bastian Popp, 2022. "Last-Mile Delivery Methods in E-Commerce: Does Perceived Sustainability Matter for Consumer Acceptance and Usage?," Sustainability, MDPI, vol. 14(24), pages 1-27, December.
    4. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    5. Hea Young Lim & Ki Han Kwon, 2023. "Sustainable Assessment of the Environmental Activities of Major Cosmetics and Personal Care Companies," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
    6. Ralph Stephen Leyeza & Mikka Marielle Boado & Obed Butacan & Donn Enrique Moreno & Lourdes Deocariza, 2023. "The Role of Loan-Related Risk Appetite in the Relationship between Financial Risk Considerations and MSME Growth Decision: A Mediation Analysis," JRFM, MDPI, vol. 16(5), pages 1-20, May.
    7. Collins Opoku Antwi & Jun Ren & Wenyu Zhang & Wilberforce Owusu-Ansah & Michael Osei Aboagye & Emmanuel Affum-Osei & Richard Adu Agyapong, 2022. "“I Am Here to Fly, but Better Get the Environment Right!” Passenger Response to Airport Servicescape," Sustainability, MDPI, vol. 14(16), pages 1-24, August.
    8. Sharma, Neeru & Fatima, Johra Kayeser, 2024. "Influence of perceived value on omnichannel usage: Mediating and moderating roles of the omnichannel shopping habit," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Andrei-Florin Băbăț & Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Mihaela Grigore, 2023. "Tourism and Travel Competitiveness Index: From Theoretical Definition to Practical Analysis in Romania," Sustainability, MDPI, vol. 15(13), pages 1-26, June.
    10. Duarte Xara-Brasil & João Pedro Cordeiro & Luísa Cagica Carvalho & Pedro Pardal & Paulo Duarte Silveira, 2023. "Consumer, Retailer, and Producer Green Orientation as a Marketing Driver: An Empirical Study in an Urban Food Market," Sustainability, MDPI, vol. 15(4), pages 1-13, February.
    11. Hung-Tai Tsou & Chieh-Chih Hou & Ja-Shen Chen & Minh-Chau Ngo, 2022. "Rethinking Sustainability Hotel Branding: The Pathways from Hotel Services to Brand Engagement," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    12. Jaeho Jeong & Dongeon Kim & Xinzhe Li & Qinglong Li & Ilyoung Choi & Jaekyeong Kim, 2022. "An Empirical Investigation of Personalized Recommendation and Reward Effect on Customer Behavior: A Stimulus–Organism–Response (SOR) Model Perspective," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    13. Rad Dana & Cuc Lavinia Denisia & Lile Ramona & Cuc Paul Nichita & Pantea Mioara Florina & Anta Darius, 2023. "Suspiciousness and Fast and Slow Thinking Impact on Trust in Recommender Systems," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1103-1118, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04668727. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.