Predicting Factors influencing Consumer's purchase intention: A Study of Consumers redirected through Affiliate Marketing Program

Companies are now specifically approaching global consumers and harnessing the advantages that the online channel provides to achieve competitive advantage due to a subsequently strong increase in digital technology penetration. In these situations, affiliate marketing has emerged as effective strategies for e-commerce to boost revenue by overcompensation. The paper aims to examine the major effect of latent factors on online buyers who are redirected through Affiliate Marketing Links. The purchase intention of such consumers has been evaluated with their demographic categorization too. The implicit results analyzed the advantages of the affiliate marketing approach empirically and are correlated with latent variables such as Product Value, Risk Factor, Discounted product, Brand knowledge, and last Expert Feedback. The mindset and actions among online shoppers redirected through affiliate links was further substantiated by this investigation. The study have used empirical analysis through has quantitative investigation of the reliable sources using Factor Analysis and ANOVA method. The results obtained would enable customers, e-commerce organizations and entrepreneurs to improve their current online shopping platform operations by implementing an Affiliate Marketing strategy. The study will holistically increase the relevancy and rate of adoption of the digital marketing strategy among the existing organizations as well as for Digital Entrepreneurs.