APPLICATION OF EXTENSIVE PROBLEM-SOLVING BEHAVIOUR ON ONLINE SHOPPING PRODUCTS

Abstract

This study explores the manifestation of such a broad category of problem-solving behaviour in online purchase of high-involvement products. The data were obtained through a cross-sectional survey completed among 397 Indian consumers. The validations and statistical procedures used involved analysis of reliability followed by exploratory factor analysis, confirmatory factor analysis, ANOVA, regression and structural equation modelling within IBM SPSS 28 and AMOS 26. The measurement scales were very high in internal consistency (alpha = 0.781) and four latent variables explained 69.4 % of the variance. Product knowledge (beta = 0.41) and online trust (beta = 0.36) were found to have a strong positive effect on the extensive problem-solving behaviour, as well as the perceived risk (beta = -0.29) an effect which was significantly negative, and the structural equation model had an overall distinction of 49 percent. ANOVA was used in getting the result that the age group of 25 to 34 years had the maximum extensive problem-solving (M = 4.1; F = 6.27; p = 0.001). The results highlight a fact that knowledgeable, trusted consumers have greater chances of involving themselves in elaborate appraisal activities, but risk will reduce the activity. The model received very good fit indicators (CFI = 0.951, RMSEA = 0.049), as a result of which the model is confirmed to be empirically valid.