Determinants of Online Purchase Intentions of Female Consumer: An Analysis of web design on Interactive Visual Media

Abstract

Now a day’s internet becomes an essential tool for/of interaction. Rapid growth of digital media gains the attention of advertisers as one of the most effective way to persuade consumers. Now companies are eagerly looking for latest approaches to influence consumer purchase intentions, present research article investigated the determinants (web design and content) influencing purchase intentions of female consumers using interactive visual media. Determinants include features of web design and content i.e., appealing visuals, attractive audio, content, discounts, offers, illustrations, attractive display, innovations, brand personality, color and font extracted from literature. For the current study data were collected from sample of 298 female students of public and private universities of KP, Pakistan, through self developed standardized questionnaire. Descriptive statistics were used to analyses the data. The statistical analysis of data depicts that brand personality and visual feature of advertisements play major role in influencing the ultimate purchase intention of female consumers.