| Abstract: | The main objective of this study was to examine the impact of digital marketing for non-deliverable product and service, particularly effective digital marketing on consumer purchase intention for digital Non- deliverable p & S providers. Though there are many quality dimensions that can be studied in this area the researcher tried to analyze five quality dimensions namely Access, Website Quality, Trust, Attention and Credibility. A quantitative research design is applied in the study. With regard to sampling technique, a stratified random sampling technique was applied to determine the sample size from the ten website links. The researcher has used both primary and secondary data. The primary data were collected through structured questionnaires prepared in English and distributed to 377customers. Whereas, the secondary data are gathered from existing literatures, previous studies, the company’s web site, internal publications, fact sheets and the internet as well. SPSS Version 20 was used to analyze the collected data with descriptive and inferential statistics and to test the hypotheses put forward. The findings obtained from multiple regression analysis have shown that Access, Website interface and Credibility have positive and significant correlation with consumer purchase intention which led to reject of hypothesis one, two and five. While Trust and Attention were found to be statistically insignificant in impacting digital consumer purchase intention which led to supporting of hypotheses three and four. Therefore, the companies has to work aggressively to improve on trust and Attention quality dimensions improve the experience of its customer so that the users of digital service for non-deliverable product and service can increase. The study highlights more studies to be conducted in the area by broadening the scope, sample size and the variables involved. |
