Main Article Content
Abstract
For e-tailers, the online store product demonstration is a matter of concern as studies have shown that it has an effect on the customer’s cognitive and affective states, which in turn leads to online store loyalty. Various studies have also revealed that the product presentation is related to customer responses. However, not many studies have been conducted on the effect of online store product demonstration on the behavioural intentions (customer responses) through perceived ease of use and perceived usefulness as the cognitive states. Many customers believe that online shopping is insecure due to the lack of possibility to examine the product physically and the lack of personal contact. There is a high chance that the customers may switch the online stores if they don’t like the product demonstration in the online. The purpose of this study is to find out how online product demonstration affects the behavioural intentions (customer responses) through cognitive states such as perceived ease of use and perceived usefulness. The survey was conducted among 342 online customers in India through online of whom 54.68% was male, 57.60% was younger than 30 years old and 60.82% respondents were employed. Analysis of the data was done using structural equation modeling and the results indicate that online product demonstration is positively related to customers’ perceived ease of use, perceived usefulness and behavioural intentions. The results also indicate that perceived ease of use and perceived usefulness is positively related to behavioural intentions. This study will help the marketers of online stores to focus on the demonstration of products in their online stores in order to create positive behavioural intentions among its customers.