From Adoption to Intention: The Empirical Relationship Between Digital Technologies and Online Purchasing Behaviour

  • Authors

    • Rohit Bhagat The Business School, Bhaderwah Campus, University of Jammu, India
    • Pallavi Bhagat Govt. MAM PG College, Jammu, JKUT, India
    • Atif Javed Qazi Mittal School of Business, Lovely Professional University, India
    • Raashidah Gani Mittal School of Business, Lovely Professional University, India
    • Ramona Birau University of Craiova, Doctoral School of Economic Sciences ”Eugeniu Carada”, Craiova, Romania and Constantin Brâncuși” University of Târgu Jiu, Faculty of Economic Science, Tg-Jiu, Romania
    • Virgil Popescu Faculty of Economics and Business Administration, University of Craiova, Craiova, Romania
    • Roxana-Mihaela Nioata (Chireac) University of Craiova, Doctoral School of Economic Sciences ”Eugeniu Carada”, Craiova, Romania
    • Gabriela Ana Maria Lupu (Filip) University of Craiova, “Eugeniu Carada” Doctoral School of Economic Sciences, Craiova, Romania
    • Cristina Sultănoiu (Pătularu) University of Craiova, Doctoral School of Economic Sciences ”Eugeniu Carada”, Craiova, Romania
    https://doi.org/10.14419/ynf5yj70

    Received date: November 29, 2025

    Accepted date: December 20, 2025

    Published date: January 8, 2026

  • Adoption; Attitude; Behavioural Intention; Consumers; Digital Knowledge; Digital Technology;‎Ease of Use; Online Purchasing

  • Abstract

    The whole world has been severely hit by the pandemic wave with which we are still fighting and ‎trying to start from a new. The pandemic has hit the world in no time. The situation has brought ‎the whole world to a standstill, but the digital technology has come as a ray of hope to tackle the ‎situation and bring the businesses to work with normal pace. The online industry is witnessing a ‎tremendous growth. Considering the present prevailing scenario, acceptance and effectiveness of ‎technology among the consumers has been enhanced furthermore. The online purchasing with help ‎of advanced digital tools and techniques is gaining popularity among customers. In the current ‎scenario, where whole mankind is still living with the fear of pandemic, the applicability and ‎acceptance of digital technology among customers towards online purchasing has been enhanced. ‎The research paper tries to investigate the impact of digital technology adoption on behavioral ‎purchase intention through online mode. The results of study show that digital knowledge, ‎attitude and ease of use positively impact digital technology adoption. The study also shows that ‎there exists a cause-and-effect relationship between digital technology and behavioural intention ‎towards online shopping which was established through regression analysis. The study was ‎conducted by circulating 618 questionnaires to online shoppers across the country. The study also ‎formulates a model giving insight on effect of digital technology adoption on behavioural‎ intention towards online purchasing. The study concludes with suggesting the use of digital ‎technology towards enhancing effectiveness while purchasing through online mode‎.

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    Bhagat, R. ., Bhagat, P. ., Qazi, A. J. ., Gani, R. ., Birau, R., Popescu, V. ., (Chireac), R.-M. N. ., (Filip), G. A. M. L. ., & (Pătularu), C. S. . (2026). From Adoption to Intention: The Empirical Relationship Between Digital Technologies and Online Purchasing Behaviour. International Journal of Accounting and Economics Studies, 13(1), 24-31. https://doi.org/10.14419/ynf5yj70