Heuristic Cues at Play: Shaping Attitude and Purchase Intention Towards Online Private Labels

This paper aims to investigate the effects of heuristic cues in forming positive consumer purchase intention towards online private labels. Also, to examine the mediating effects of consumer attitude to assess the degree of impact of the study variables. A web survey is conducted and circulated on prominent social media platforms to attain a representative sample (n-250). The Personal and Consumer Care sector has been chosen, specifically focusing on the skincare product category within this sector. The analysis was carried out using SPSS Statistics and hypothesis testing by AMOS 25. The results demonstrated that heuristic cues positively impact consumers' purchase intention for online private labels. Further, consumer attitudes significantly mediate the relationship between the key factors. The research is one of the few studies that have extensively tested the effects of the simultaneous impact of heuristic cues and provided related marketing implications. Prior literature neglects these interactions in the digital context in forming consumer favorable attitudes towards online private labels. This research addresses these gaps and offers valuable insights into private-label online strategies for private label retailers.