Changing Attitudes Of Indian Consumer Towards Online Shopping

September 26, 2017 Commerce

The turning usage of Internet in India provides a developing chance for online shopping. If E-marketers know the factors impacting on-line Indian behavior, and the relationships between these factors and the type of on-line purchasers, so they can farther develop their selling schemes to change over possible clients into active 1s, while retaining existing online clients. This undertaking is a portion of survey, and focuses on factors which online Indian purchasers keep in head while shopping online. This research found that information, perceived usefulness, easiness of usage ; perceived enjoyment and security/privacy are the five dominant factors which influence consumer perceptual experiences of on-line buying.

We have developed a theoretical account bespeaking on-line shopping behavior and credence among clients in India. The theoretical account was tested with a study sample ( n=50 ) . We used factor analysis technique to sort these factors which purchasers keep in head while shopping onlin


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Internet is altering the manner consumers store and purchase goods and services, and has quickly evolved into a planetary phenomenon. Many companies have started utilizing the Internet with the purpose of cutting selling costs, thereby cut downing the monetary value of their merchandises and services in order to

stay in front in extremely competitory markets. Companies besides use the Internet to convey, communicate and disseminate information, to sell the merchandise, to take provender back and besides to carry on satisfaction studies with clients. Customers use the Internet non merely to purchase the merchandise online, but besides to compare monetary values, merchandise characteristics and after sale service installations they will have if they purchase the merchandise from a peculiar shop. Many experts are optimistic about the chance of online concern.

In add-on to the enormous potency of the E-commerce market, the Internet provides a alone chance for companies to more expeditiously make bing and possible clients. Although most of the gross of on-line minutess comes from business-to-business commercialism, the practicians of business-to-consumer commercialism should non lose assurance.

It has been more than a decennary since business-to-consumer E-commerce foremost evolved. Scholars and practicians of electronic commercialism invariably strive to derive an improved penetration into consumer behaviour in internet. Along with the development of E-retailing, research workers continue to explicate E-consumers ‘ behaviour from different positions. Many of their surveies have posited new emergent factors or premises which are based on the traditional theoretical account of consumer behaviour, and so analyze their cogency in the Internet context.


The current literature on consumer online buying determinations has chiefly concentrated on placing the factors which affect the willingness of consumers to prosecute in Internet shopping. In the sphere of consumer behavior research, there are general theoretical accounts of purchasing behavior that depict the procedure which consumers use in doing a purchase determination. These theoretical accounts are

really of import to sellers as they have the ability to explicate and foretell consumers ‘ purchase behavior. The authoritative consumer buying decision-making theory can be characterized as a continuum widening from everyday problem-solving behavior, through to limited problem- resolution behaviors and so towards extensive problem-solving behaviors [ Schiffman et al. , 2001 ] . The traditional model for analysis of the purchaser determination procedure is a five-step theoretical account. Given the theoretical account, the consumer progresses foremost from a province of felt want ( job acknowledgment ) , to the hunt for information on job solutions. The information gathered provides the footing for the rating of options. Finally, post-purchase behavior is critical in the selling position, as it finally affects consumers ‘ perceptual experience of satisfaction/dissatisfaction with the product/service. This authoritative five phase theoretical account comprises the kernel of consumer behaviour under most contexts. Nevertheless, the direction of marketing issues at each phase in the practical environment has to be resolved by single E- sellers. Peterson et Al. [ 1997 ] commented that it is an early phase in Internet development in footings of constructing an appropriate dedicated theoretical account of consumer purchasing behavior. Decision sequences will be influenced by the get downing point of the consumer, the relevant market constructions and the features of the merchandise in inquiry. Consumers ‘ attitude towards online shopping is a outstanding factor impacting existent purchasing behavior.

Beginning: Jarvenpaa Journal of Electronic Commerce Research, VOL. 6, NO.2, 2005

Todd [ 1997 ] proposed a theoretical account of attitudes and shopping purpose towards Internet shopping in general. The theoretical account included several indexs, belonging to four major classs ; the value of the merchandise, the shopping experience, the quality of service offered by the web site and the hazard perceptual experiences of Internet retail shopping. In the research conducted by Vellido et Al. [ 2000 ] , nine factors associated with users ‘ perceptual experience of on-line shopping were extracted. Among those factors the hazard perceptual experience of users was demonstrated to be the chief differentiator between people purchasing online and people non purchasing online. Other know aparting factors were ; control over, and convenience of, the shopping procedure, affordability of ware, client service and easiness of usage of the shopping site. In another survey, Jarvenpaa et Al. [ 2000 ] tested a theoretical account of consumer attitude towards specific webbase shops, in which perceptual experiences of the shop ‘s repute and size were assumed to impact consumer trust of the retail merchant. The degree of trust was positively related to the attitude toward the shop, and reciprocally related to the perceptual experience of the hazards involved in

purchasing from that shop. Jarvenpaa et Al. [ 2000 ] concluded that the attitude and the hazard perceptual experience

affected the consumer ‘s purpose to purchase from the shop.

Consumer hazard perceptual experiences and concerns sing online shopping are chiefly related to facets affecting the privateness and security of personal information, the security of on-line dealing systems and the uncertainness of merchandise quality. Trust is interwoven with hazard [ McAllister, 1995 ] . One of the effects of trust is that it reduces the consumer ‘s perceptual experience of hazard associated with timeserving behaviors by the marketer [ Ganesan, 1994 ] . Lack of trust is often reported as the ground for consumers non buying from Internet stores, as trust is regarded as an of import factor under conditions of uncertainness and hazard in traditional theories.

Mayer et Al. [ 1995 ] developed a theoretical account which combines traditional selling doctrine on consumer motive to purchase and the trust theoretical account. In this theoretical account, trust leaning ; which is a personality trait possessed by purchasers ; is an of import ancestor of trust. In Internet shopping, there is non much information available to the purchaser sing the marketer, prior to buy. A purchaser with a high leaning to swear will more likely be a possible client than a purchaser with a lower leaning. Mayer et Al. [ 1995 ] proposed that ability, benevolence and unity constitute the chief elements of trustiness. Ability refers to accomplishments, competences and features that a marketer has in a specific sphere. In this context, Sellerss need to convert purchasers of the competency of their companies in the Internet shopping concern. Benevolence is the extent to

which the marketer is perceived by the purchaser as desiring to ‘do good ‘ . Sellers have to convert purchasers that they truly want to make good things for purchasers, instead than merely maximise net income.


The aim of this survey is to synthesise the representative bing literature on consumer online shopping attitudes and behaviors based on an analytical literature reappraisal. In making so, this survey attempts to supply a comprehensive image of the position of this subfield and point out restrictions and countries for future research.

The intent of this research survey is to look into on-line consumer behavior, which in bend provides E-marketers with a constructional model for fine-tuning their E-businesses ‘ schemes. The specific aims of this research are:

1.To identify cardinal factors act uponing online shopping purchase behavior.

2.To identify the factors that can explicate the differences in on-line purchasing behavior among

different online purchasers.


Data for this survey was collected by agencies of a Survey conducted in NCR Region within a

period of Fifteen yearss. The sample size was 50. Questionnaires were filled at two different

topographic points i.e Amity campus and Outside ATMs. .The Questionnaire ( shown in Annexure ) was used

chiefly to prove the theoretical account proposed for Attitude towards online shopping.

The type of research was both exploratory every bit good as Descriptive. Likert five point graduated table runing

from Strongly Agree to strongly differ was used as a footing of Questions.

We took around 11 different factors by analyzing the bing theoretical accounts of consumer attitudes ( Refer Annexure3,4 & A ; 5 ) that play an of import function in on-line purchase, so proposed a theoretical account taking to online shopping.This theoretical account was so tested in our research by the manner of factor analysis in SPSS.


It is a fact that a great online shopping revolution is expected in India in the coming old ages. There

is a immense buying power of a young person population aged 18-40 in the urban country


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