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The Impact of Country of Origin, Trust, and Satisfaction on Online Purchase Intention in Emerging Markets: An Indian Perspective

This study investigates consumer online purchase intentions in emerging markets by focusing on the impact of country of origin (COO), trust, and satisfaction. The findings emanate from an analysis of the online survey completed by 987 Indian online shoppers. The partial least squares structural equation modeling (PLS-SEM) on SmartPLS was used for analyzing the data. The results indicate that COO plays a vital role in influencing online purchase intentions with the mediating effect of trust and satisfaction. The study finds that COO cues enhance consumer trust and satisfaction, thereby leading to purchase intention. The results indicate that online retailers operating in India, originating either from India or developed countries like the USA should use their country brand to build popularity. Furthermore, this study helps to understand the influence of COO on online purchase intentions in an emerging market like India more comprehensively.