Purpose: Despite the exponential increase in internet penetration and smartphone usage in India, the digital marketplace has been faced with a paradox where there is high engagement but disproportionately low conversion rates, which we would like to call the "Engagement-Conversion Gap." This study attempts to measure the core drivers of "Customer Sway" (defined as the psychological shift from hesitation to purchase intent) in the specific context of the North Indian digital consumer.

Design/Methodology/Approach: Quantitative descriptive research design, cross-sectional survey method has been used in this study. A structured instrument was administered to a quota-sampled sample of N=446 respondents in the National Capital Region (NCR) and Haryana. Multiple Regression Analysis was used to determine the direct impacts of Perceived Value, Online Convenience, Trust, and Social Proof on First Purchase Intention.

Findings: The Global Regression Model accounts for 33.8% variance in purchase intention. Trust (β = 0.324) and Perceived Value (β = 0.301) were the biggest drivers of sway. Contrarily, Online Convenience (β = 0.027) was found to be statistically insignificant, indicating that it has changed into a "Hygiene Factor" in a mature digital ecosystem.

Originality/Value: The research posits the coming of a "Post-TAM Era" in which technological "Ease of Use" is no longer a differentiator but a baseline expectation. The results provide a strategic framework for focusing on "Credibility" rather than "Connectivity" to overcome the trust deficit in emerging markets