Author(s): Satish Chandra Ojha, Teena Bharti and Reetu Singh
Purpose: This research study is an exploration into the role of conscious attention and enthused participation in online purchase behaviour while investigating the moderation effect of gender. Design/methodology/approach-We used self-administered questionnaire-based approach to collect 421 responses and utilised structural equation modelling along with multigroup analysis to test the hypotheses. Findings- Results revealed that conscious attention and enthused participation in online purchase behaviour dimensions. Also, gender has negligible gender differences in online shopping purchase behaviour. Originality/value- The study adds to the S-R framework and suggests putting an equal emphasis on tangible and intangible benefits to encourage customers to interact with the online brand and, ultimately, increase online purchase behaviour.