FACTORS INFLUENCING CONSUMER INTENTION IN THE ONLINE PURCHASE OF GOLD ORNAMENTS

The study will be conducted to find out the factors influencing consumer intention to buy gold ornaments online. Quantitative research is used, primary data were collected through a structured questionnaire and circulated using Google Forms. The instrument was developed to include relevant factors that drive consumers to think about value, convenience, trust and risk. We shared the survey link on Facebook, LinkedIn, Instagram and other sites to reach as many people as possible and anyone could take the survey. Out of these, seven of the 257 responses were thrown out because they were inadequate or unusable. Thus, the actual sample size became 250 human beings. The researcher selected a non-probability sampling approach which is convenience sampling. The primary objective of the survey was to know about its demographic and factors that determines the attitude and behaviour of consumers towards online purchase of gold jewellery. Data analysis has been conducted to identify key drivers and perceived values, convenience, trust and perceived risk that are factors that significant influences purchase intention. Further, with multiple regression analysis, it is proved that the trust, value and convenience are significantly predictor for intention to purchase gold ornaments online i.e. This holds key operational lessons for marketers and e-commerce merchants operating in digital gold jewelry segment. Understanding the weight of these psychological and contextual factors enables firms to craft more effective marketing strategies—such as enhancing perceived trustworthiness, improving user convenience, and communicating value clearly—to better engage and retain customers in an increasingly competitive online environment.