Perceived Value and Digital Confidence: A Quantitative Study of Online Gold Purchasing Trends with Special Reference to Chennai City

Abstract

        The transition of gold purchasing from traditional retail to online platforms has brought opportunities and challenges for consumers and businesses. This study examines consumer perceptions of online gold transactions, with a particular focus on trust, convenience, education, and market strategies. A descriptive research design using primary data from 333 respondents revealed that the majority of consumers value seller reputation, product purity, and transparent pricing as pivotal factors influencing their willingness to purchase gold online. Urban consumers and those with higher educational qualifications display greater confidence in online transactions. However, significant barriers, including delivery risks, security concerns, and authenticity issues, hinder the adoption of online gold purchases. The study underscores the need for robust trust-building measures, such as assurance certificates, effective marketing strategies, and secure payment systems, to enhance consumer confidence. By addressing these challenges, businesses can tap into the untapped potential of the online gold market.