Impact of perceived value on the online purchase intention of base of the pyramid consumers

• DOI: 10.1111/ijcs.12907
• Publication Date: 2023-02-04T12:18:10Z
• Authors: Abhinav Srivastava; Srabanti Mukherjee; Biplab Datta; Amit Shankar
• Keywords: Value (mathematics); Thematic Analysis; Pyramid (geometry)

Abstract Despite the voluminous purchasing power of consumers at base pyramid (BOP), substantial research has not been carried out on their online buying behaviour. This study investigates factors that trigger shopping intention BOP consumers. We conducted semi‐structured in‐depth interviews with 52 respondents from India. Our thematic analysis indicates four perceived benefits and five sacrifices influencing consumers' value for purchases, subsequently determining adoption As a novel contribution to literature, this unfolds several unknown motivate/demotivate buy using Value‐based Adoption Model (VAM). The findings will help e‐commerce marketers enhance usage toward purchases.