Effects of Nudge and Purchase Intention in Online Purchasing of Electronic Products

Online purchase of electronic product is very much preferred by consumers. It has become very popular
as customers are able to have a very good experience by making a comparison of the features of different
products available in the market and make an informed choice. Customers’ intention to buy online is
influenced by an array of factors. Nudges are interventions that are made in a specific direction but do not
compel customers but allow them to make choices in their own way. This paper will concentrate on the
effect of nudges on customer intention. It will explore the reasons for online purchase, the value it creates for
customers and the effect of nudges. Statistical tools such as Regression and Correlation are used to analyse
the effect of nudges and the results depict the extent to which demographic variables such as Occupation and
Income influence nudges and purchase intentions