Volume III Special Issue I January 2023

Name of Author : Sruitson L, Dr. N Arun Fred

Title of the paper : Analyzing the effectiveness of modern technologies inducing online purchase intention of organic food

Abstract: Purpose – The paper aims to investigate whether modern technologies content advertisement affect customer purchase intention towards online purchases of organic products. The study also aimed to assess the degree of motivation induced by online ads among college students in the context of an online shopping environment. Designmethodologyapproach – The study was carried out using the advanced framework of the motivational model. The questionnaire was prepared and distributed among 310 college students and staff using an online survey. The population was selected using convenience sampling techniques. Findings – While analyzing the intrinsic motivation factors the findings confirm that, has an immensely positive impact on changing customer behavioral intention in the online purchase of organic products. It is also noted that the factors in extrinsic motivation have positive effects on affecting customers online purchase intention of organic products. Research limitationsimplications – The study focuses only on customers from the Kanyakumari geographical area instead of focusing on other locations. Also, we focus only on the customer’s purchase intention and consider the behavioral change from the customers point of view only in this model eliminating another sides perspective Originalityvalue – This study proposed a motivational model for empirically analyzing the technical factors affecting customer behavioral change in online purchases of organic foods.

Keywords : Motivation, Advertisement, Online Purchase, Organic Food, and Technology

DOI :

Page Number : 205-212