Consumer purchase intention in online eyewear shopping

Abstract

Eyewear has always been a very critical purchase for consumers since the lenses have to follow the prescription accurately and once purchased, a pair of glasses is used for a long period of time. Traditionally, for purchasing eyewear (prescription glasses, sunglasses, contact lenses), customers visit the ophthalmologist for an eye check-up and then order suitable frames. However, catching on the e-commerce bandwagon, eyewear is one of the most recent sectors to move to the online platform. Online eyewear shopping is a unique platform where customers can choose frames which are manufactured according to their eyesight prescription and are delivered to their doorstep, much like any other e-commerce purchase. However, online eyewear market is at a very nascent stage in India, with very less, if any, research on consumer behaviour in this market. Introduction of online eyewear providers has challenged the traditional way of shopping for eyewear. We feel there is a need to study the impact of this development on eyewear shopping. We are motivated to studying the customer intention for online purchase of eyewear, including factors that motivate customers to take to the online channel and those that prevent them from buying glasses online.