A Study of the Influence of Digital Platforms on Consumers’ Purchase Intention towards Luxury Paintings

Hina Khan; Garima Rohit Shah

doi:10.36948/ijfmr.2026.v08i05.88749

A Study of the Influence of Digital Platforms on Consumers’ Purchase Intention towards Luxury Paintings

Author(s)	Dr. Hina Khan, Garima Rohit Shah
Country	India
Abstract	Digital platforms play an important role in search‚ exploration and acquisition of information regarding luxury paintings prior to the purchase․ The present study examines the impact of digital platforms on the purchase intention of luxury paintings in Ahmedabad․ The research design is descriptive‚ and it is a quantitative approach․ A quantitative method was adopted for analysis․ The working analytical has included 225 eligible cases which were selected through the approved screening criteria and judgemental sampling design․ Digital Platform Influence‚ and Purchase Intention were each measured using six five-point Likert scales․ The constructs have a satisfactory Cronbach's alpha of 0․858 for Digital Platform Influence and 0․878 for Purchase Intention․ A simple linear regression analysis on the data shows that Digital Platform Influence considerably and positively predicts Purchase Intention (M = 3․30‚ M = 3․23)‚ F(1‚ 223) = 51․529‚ p < ․001‚ β = 0․433․ According to the model‚ 18․8% of the variance in Purchase Intention can be explained (R² = 0․188)․ Thus‚ the null hypothesis is rejected․ Specifically‚ it suggested that the more participants believed to be influenced by digital channels‚ the greater was their Purchase Intention․ The geographical spread‚ judgemental sampling and reliance on stated purchase intention rather than purchase behavior should be kept in mind when interpreting the findings․
Keywords	Luxury paintings; Digital platforms; Digital Platform Influence; Purchase Intention; Consumer behaviour
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-28
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.88749

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A Study of the Influence of Digital Platforms on Consumers’ Purchase Intention towards Luxury Paintings

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