Factors Influencing Online Purchase Decisions Among Consumers in Pune City

Abstract

Abstract The present study is designed to examine the factors influencing online purchase decisions among consumers in Pune city. An integrated framework is proposed by combining the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) with contemporary e-commerce constructs. Online trust, perceived risk, website service quality, convenience, AI-enabled personalization, electronic word-of-mouth (eWOM), perceived price/value, social influence, and digital-payment security are positioned as antecedents of online purchase intention, while actual online purchase behaviour is positioned as the outcome. Purchase intention is treated as the principal mediating mechanism. A quantitative, cross-sectional survey design is proposed, with approximately 400–500 adult online shoppers targeted through stratified sampling. Established multi-item measures will be adapted and assessed using a five-point Likert scale. Reliability and validity will be examined through Cronbach’s alpha, exploratory factor analysis, and confirmatory factor analysis. Structural equation modelling will subsequently be employed to test direct, mediation, and moderation relationships. The study is expected to contribute by integrating established technology-adoption and consumer-behaviour constructs with AI personalization, eWOM, and digital-payment security in the specific context of Pune. Managerial implications are expected in relation to trust building, risk reduction, website quality, social proof, personalization, and secure digital transactions. Since the research plan specifies future primary-data collection, empirical coefficients and hypothesis decisions have not been fabricated; the results section is structured for completion after actual data collection and analysis.