Authors

1. Ms. Asha N
2. Dr. Anuj Verma

Affiliation

• Research Scholar, Reva University, and Associate Professor & Vice Principal, Sindhi College, Kempapura, Bengaluru
• Associate Professor, School of Management, Reva University, Yelahanka, Bengaluru

Abstract

The paper aims to explore the impact of digital marketing channels on the purchase decisions of
online customers. It has been found that online companies use various forms of digital channels that
allow or motivate consumer to purchase through online sources. The study conducted is empirical
whereby the two factors on the digital channel; perceived usefulness, and ease of use were
assessed amongst 138 online customers. The study found that perceived value and perceived ease
of use of digital channels motivated the customers to buy from online sources considerably.

Keywords

Digital Marketing Channels, Buying Behavior, Online Customers

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