Impact of Digital Touchpoints towards Consumer Decision Journey with reference to Delta Districts of Tamilnadu

Abstract

Digitization has increased the pressure on the majority of businesses to adapt to developing digital platforms. As customers have a plethora of options and information available to them via internet sources. Due to the quick pace of change, it is necessary to evaluate the touchpoints that customers most frequently utilize at each step of the purchasing experience. It is critical to understand which internet platform consumers use during the pre-buy, purchase, and post-purchase periods. This study elucidates why customers purchase a certain electronic brand, the digital platforms they often visit at each step, and the online activities in which consumers engage in March and April 2021. Exploratory factor analysis has extracted five components for identifying determinants of digital touch points for consumer decision journey with the overall influence of 94.95%. It has observed that the Behavioral intention has the highest level of control based on the eigenvalue is 28.21%, Consumer self-confidence has 22.1%, Brand positioning has 18.77%, Perceived value of information has 13.54 % of the variance and experience has the influence of 12.36%. Consumer self-confidence is the mediating factor to determine the behavioral intention of consumers for purchasing of electronic goods with the online retailers based on the digital information. Brand positioning has highest impact to determine the consumer self-confidence by 0.73.