• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2016, Volume: 9, Issue: 15, Pages: 1-10

Original Article

On-Page Search Engine Optimization: Study of Factors Affecting Online Purchase Decisions of Consumers


Background/Objectives: The paper attempts to develop Search-Engine-Optimization strategy by investigating the factors affecting online purchase decision of consumers and to understand customer expectations about home page of an e-commerce website. Methods/Statistical Analysis: For this study, data was collected by means of a questionnaire from 200 respondents. Out of these, 152 valid responses were examined which included students and working professionals. Factor analysis was used for analyzing the data with the help of SPSS tool. The paper hence proposes the major psychological factors, under Consumer decision making process model, an individual undergoes to make online purchase. Findings: Through various secondary analyses it was found that none of the research concentrated completely on the psychological behaviour of customers making online purchase. This makes the research unique since a complete analysis of psychological process with various basic attributes have been considered in this paper to please the customers and creating a value to the customers. The findings of the study suggest that consumer decision making process for online purchase depends on five basic factors namely motivation, perception, attitude, integration and learning. Secondly, clothing, jewellery, mobile accessories are the priority sections that are expected on the home page of an e commerce website. Applications/ Improvements: The research will help managers understand factors affecting online purchase and to increase the website traffic thus the ranking of the website on search tools will increase, helping in Search-Engine-Optimization.

Keywords: Consumer Decision Making Process, E-Commerce, Online Purchase Decision of Consumer, Search Engine Optimization (SEO)


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