Research Article Open Access

Do Online Companies Control the Behavior of Online Consumers?: Exploratory Study on the Impacting Variables from Middle East

Abstract

The paper aims to design constructs such as internal and external variables and test the impact of the same on online buying behaviour. The constructs focus on the controlling aspect of a company on online consumer purchase. The data were collected from 168 online users and results were tested through simple and multiple linear regression model. The results revealed that both the constructs are consistent and have an impact over online buying behavior. However, the external variables found to have more impact over online purchase that that of the internal variables.

ANNAMALAI MANICKAM SAKKTHIVEL

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