Impact of Affiliate Marketing on E-Buying Behavior of Millennial – A TAM Based Approach With Text Analysis

Abstract

Owing to a subsequently high growth of digital technology penetration, firms are now directly targeting global customers and harnessing the benefits that the online channel offers to gain competitive advantage. In such case, Affiliate marketing has emerged as significant e-commerce strategies to increase sales mediated by incentive. The adoption of online shopping technology by millennial has been strengthened through affiliate marketing. The paper aims to evaluate the significant impact of affiliate marketing strategy on millennial attitude of shopping online .The implied findings have explored qualitatively the benefits of the affiliate marketing strategy and it’s association on the Perceived Ease of Use and Perceived Usefulness. This have further substantiated Attitude and behavior towards using online shopping. A conceptual has been validated through qualitative investigation and Text Analysis of the reliable sources. The extracted findings will help stakeholders, ecommerce organizations, entrepreneurs to boost their existing operations of online shopping portals by adopting Affiliate Marketing strategy.

Keywords: Affiliate Marketing, E-buying attitude of Millennial, TAM model, Perceived ease of use, Perceived usefulness, Behavioral intention, Text Analysis