Consumer Perception and Attitudes with reference to Online shopping: The Mediating Role of Cultural Norms

Abstract

With an emphasis on the mediating function of cultural norms, this study examines how cognitive, emotional, conative, and socioeconomic factors affect consumer perception and attitudes. A key factor in determining customer attitudes, which in turn affect behavior and decision-making, is consumer perception. The study looks at how these variables and consumer perception are related, and it also looks at how cultural norms influence how perception affects attitudes. This study is guided by three main goals: first, to examine the ways in which cognitive, affective, conative, and socioeconomic factors influence consumer perception and attitudes; second, to look into the ways in which consumer perception directly affects attitudes; and third, to evaluate the role that cultural norms play as a mediator in this relationship. The null hypothesis that cognitive, affective, conative, and socioeconomic factors do not significantly influence consumer perception and attitudes, as well as the null hypothesis that cultural norms do not significantly mediate the relationship between consumer perception and attitudes, are the three hypotheses put forth by the study to test these relationships. The results of this study will further our comprehension of the ways in which different circumstances affect consumer behavior and the crucial role that cultural norms play in mitigating these impacts.