ResearchersWorld -Journal of Arts, Science & Commerce ■ E-ISSN 2229-4686 ■ ISSN 2231-4172

IMPACT OF INFORMATION TECHNOLOGY (IT)

ON CONSUMER PURCHASE BEHAVIOR

Dr. Mahabir Narwal Dr. Geeta Sachdeva

Associate Professor Assistant Professor
Department of Commerce, Beehive College of Management & Technology
Kurukshetra University, Kurukshetra, India. Dehradun, India.

ABSTRACT

Business process is under the IT revolution which is transforming the way we do the business.
Basic business operations like decision making, customer service, marketing strategies, human
resource management are being reformed with the use of IT. It also plays a vital role in the lives of
people. Every field of human activity, may it be his daily life, official life, everything is now
influenced under the cover of IT. It is used for storing, protecting, processing, securing,
transmitting, receiving, and retrieving information. Keeping in mind the various benefits of IT, in
the present paper an attempt has been made to study the impact of IT on consumer purchase
behavior. The findings highlight that IT has a great influence on consumer purchase behavior. It is
argued that the outcome of the study will certainly be helpful for the marketers to define their
marketing strategies accordingly.

Keywords: Information technology, IT impact, consumer purchase behaviour, multi utility of IT,
online shopping.

International Refereed Research Journal ■ www.researchersworld.com ■ Vol.–IV, Issue–3, July 2013 [41]