Relationship between Gratification Marketing and Online Consumer Behavior through Structural Equation Modelling: An Empirical Study

Abstract: The landscape of customer purchasing journeys has undergone a significant transformation with the advent of digital media. Recent research reveals that distinct media platforms (devices) are employed at various stages of the decision-making process. This study employs the Uses and Gratifications (U&G) theory within the gratification marketing domain to explore consumers' preferences for utilizing desktop or mobile devices in their purchasing activities. Habit and social presence serve as moderators in assessing the correlation between the intent to buy and the act of purchasing through these two media platform. The results stem from our research and experiments, which involve real purchases spanning different product categories. The findings highlight a notable preference for desktop usage in facilitating more purchases compared to mobile phones. Moreover, the positive link between the intention to buy and actual product purchase is influenced by the habitual use of the medium. Instances where habit is strong, demonstrate interactions between purchase intention and habitual use of the medium, significantly impacting purchasing behaviour. Furthermore, the presence of others during the purchasing process, whether through desktop or mobile devices, heightens the likelihood of completing the product purchase. This research encompasses various implications for both academic research and managerial considerations. Keywords: Instant Gratification, Gratification Marketing, Online Consumer Behaviour, Structural Equation Modelling