A Study On Consumer Attitude Towards Affiliate Marketing In E-Commerce Platforms

Abstract

E- Commerce is the modern, global, and highly convenient way for people to buy and sell things, from a handcrafted mug made by a small artisan to the latest smartphone from a tech giant. E-commerce is the friendly evolution of buying and selling. This is a global marketplace that makes shopping accessible, efficient, and personal, bringing the world's products and services directly to our fingertips. Affiliate marketing in e-commerce is a partnership where online stores pay a commission to individuals or websites for driving sales through a unique referral link. The topic is a low-risk, performance-based strategy that leverages trusted voices to expand a brand's reach and audience. This study investigates consumer attitudes towards affiliate marketing in e-commerce platforms, with a particular focus on post-purchase behaviour. Data was collected from 100 respondents in Chennai city through a structured questionnaire using convenience sampling methods. Analytical tools such as Friedman Test, Chi-square, t-test, and One-way ANOVA were used. Results indicate that Amazon is the most preferred e-commerce platform, while convenience and time-saving are the strongest motivators for using affiliate marketing. Educational qualifications significantly influence post-purchase behaviour, though factors like age and income show no such relationship. Moreover, consumer trust in affiliate links remains largely independent of educational background, while attitudes significantly differ based on gender and marital status. The findings highlight the critical role of credibility, ease of use, and demographic variations in shaping consumer engagement and behaviour toward affiliate marketing in e-commerce.