IMPACT OF INFORMATION TECHNOLOGY (IT) ON CONSUMER PURCHASE BEHAVIOR
Keywords:
Information technology, IT impact, consumer purchase behaviour, multi utility of IT, online shopping.Abstract
Business process is under the IT revolution which is transforming the way we do the business. Basic business operations like decision making, customer service, marketing strategies, human resource management are being reformed with the use of IT. It also plays a vital role in the lives of people. Every field of human activity, may it be his daily life, official life, everything is now influenced under the cover of IT. It is used for storing, protecting, processing, securing, transmitting, receiving, and retrieving information. Keeping in mind the various benefits of IT, in the present paper an attempt has been made to study the impact of IT on consumer purchase behavior. The findings highlight that IT has a great influence on consumer purchase behavior. It is argued that the outcome of the study will certainly be helpful for the marketers to define their marketing strategies accordingly.
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