Analyzing Impact of Affiliate Marketing on Consumer Behavior with M-Commerce Perspective

Ritesh Dwivedi

Ritesh Dwivedi Assistant Professor, Amity Business School, Amity University UP, NOIDA

Keywords: Affiliate Marketing, CPA, M-Commerce, Consumer behavior, Chi Squared Test, Correlation,

Abstract

The research paper examines the impact of Affiliate marketing on consumer behavior with respect to mcommerce in Delhi NCR.The research proves that trust, attitude, indignity and price perception are dependent on the gender of the consumer. The research also shows that there is a positive, high and statistically significant relation between indignity and advertisement utility and a positive, medium and statistically significant relation between Attitude and Advertisement utility, price perception and advertisement utility as well as Attitude and Price perception.