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Srivastava, A., Mukherjee, S., Datta, B., & Shankar, A. (2023). Impact
of perceived value on the online purchase intention of base of the
pyramid consumers. International Journal of Consumer Studies.
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 behavior. 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 behavior. 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.
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