Impact of E-commerce on Online Purchase Intentions Among Banking Professionals: Mediating Role of Personal Factors

This study examines how e-commerce influences the online shopping habits of banking professionals, with a particular focus on the mediating role of personal factors. A quantitative approach was employed, using a cross-sectional survey to collect primary data from 496 banking professionals across South Indian states. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4.0 software. The findings indicate that e-commerce positively affects online purchase intentions, with personal factors—such as individual values, occupation, lifestyle, income, societal trends, cultural influences, and social recommendations—significantly mediating this relationship. Additionally, e-commerce has a positive impact on personal factors. The study provides actionable insights for e-commerce platforms and digital marketers to develop tailored strategies for banking professionals addressing their needs and preferences. Policymakers may also leverage these findings to enhance digital consumer protection initiatives. By focusing on this unique demographic, the study contributes to the academic discourse on digital consumer behavior and offers practical implications for future research.