The Vitality of Price Comparison and Product Display for Assortment Satisfaction

Abstract

The objective of this study is to examine factors that influence Indian consumer's assortment satisfaction towards the online purchase of footwear. A questionnaire was used to collect data using stratified sampling from different online shoppers. Structural equation modeling showed a significant impact of product display and price comparison on assortment satisfaction. Arguably, this is the first article which shows a linkage between product display and price comparison on assortment satisfaction for online footwear purchases. Further, a moderation of income and gender upon the two independent variables was studied using hierarchical regression method. Gender along with gender and income interaction with price comparison moderates assortment satisfaction.