STUDY OF CONSUMER DEPENDENCE ON USER-GENERATED CONTENT FOR PRODUCT INFORMATION AND PURCHASE DECISIONS IN ONLINE SHOPPING OF NON-BRANDED PRODUCTS

Intense competition has been observed within the footwear industry, involving multinational corporations, domestic enterprises, and local businesses.  Comprehending the requirements and preferences of consumers is a critical factor, as it serves as an indicator of their potential purchase behavior.  This study presents a conceptualized investigation into the impact of various constructs, namely Brand Experience, Convenience, Store Atmosphere, Perceived Risk, and Store Satisfaction, on customers’ purchase intention towards Red Tape. The study employs the Stimulus-Organism-Response (SOR) framework to analyze these relationships.  The aforementioned constructs were subsequently refined subsequent to our examination of customer reviews on social media platforms such as Twitter, as well as e-commerce websites like Amazon, and online review platforms such as Google Reviews. These reviews pertained to RedTape, its products, and its stores located in the Zirakpur region of Punjab. A word cloud was created in order to narrow down the potential constructs. The data collection process involved the utilization of a convenience random sampling technique, whereby a sample size of 200 respondents was selected. These respondents were chosen from various local locations, representing diverse classes. The data analysis and interpretation involved the utilization of parametric tests such as Factor Analysis and Regression, which were conducted using the Measurable Package for the Social Sciences (SPSS). The findings of the study contribute to the identification of key variables that warrant increased consideration when formulating strategies pertaining to customers’ purchasing intentions.