Influence of internet on online buyer involvement towards buying different products and services

The aim of this paper focuses on identifying the consumer buying behaviour towards buying different products (high, medium and low) online. The paper attempts to identify the willingness of consumers towards using the internet as a purchase medium. The results show the consumers intention to use internet for evaluating high and medium involvement services, intends to purchase high and low involvement products and finally to use internet to collect information about low involvement products and services, medium involvement services etc. The study has unearthed the intentions and willingness of consumers to use internet as a business medium in order to make online purchase of different products and services which would help the marketers to devise the strategies accordingly.