Factors Influencing Online Shopping Behavior of Urban Consumers in India

Factors Influencing Online Shopping Behavior of Urban Consumers in India

Rajyalakshmi Nittala (Department of Commerce and Management Studies, Andhra University, Visakhapatnam, India)
Copyright: © 2015 |Pages: 13
DOI: 10.4018/IJOM.2015010103

Abstract

This study examines the factors influencing online shopping behavior of urban consumers in the State of Andhra Pradesh, India and provides a better understanding of the potential of electronic marketing for both researchers and online retailers. Data from a sample of 1500 Internet users (distributed evenly among six selected major cities) was collected by a structured questionnaire covering demographic profile and the factors influencing online shopping. Factor analysis and multiple regression analysis are used to establish relationship between the factors influencing online shopping and online shopping behavior. The study identified that perceived risk and price positively influenced online shopping behavior. Results also indicated that positive attitude, product risk and financial risk affect negatively the online shopping behavior.
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Review Of Literature

Consumers who prefer traditional in-home shopping such as by mail order via catalogues, tended to show high intentions toward online shopping, whereas individuals with a preference for mall shopping tended to have low online shopping intentions (Ling et al, 2010). Andersone and Sarkane (2009) identified the most important benefits of the traditional shopping are buying process and interaction with sales personnel and by e-shopping as money saving, time saving, conveniences and all round-the-clock. Physical stores have been noted as reassuring compared to online shops (Evans, 2011).

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