Consumer Behaviour in Online Jewellery Shopping: A Mixed-Method Analysis of Technology, Trust, and Purchase Intentions

Consumer Behaviour in Online Jewellery Shopping: A Qualitative and Quantitative Analysis of Technology and Trust Factors explores how digital technologies and trust influence consumer purchase decisions in the online jewellery market. As e-commerce reshapes retail, consumers increasingly use websites, mobile apps, social media, and digital payments to search, compare, evaluate, and purchase jewellery. Using a mixed-method approach, the study combines qualitative insights from jewellery retailers with quantitative analysis of consumer responses. It examines website quality, ease of use, product information, online reviews, security, brand reputation, and customer experience. Findings show that technology improves convenience, accessibility, and engagement, while trust reduces perceived risk and strengthens purchase intentions. The research also highlights the influence of social media, digital marketing, and customer feedback on buying behaviour. By integrating theory with practical insights, the book offers guidance for researchers, students, marketers, and jewellery retailers seeking to understand changing consumer expectations and develop effective digital retail strategies now.