Factors Influencing Online Shopping Behavior of Urban Consumers in India

Rajyalakshmi Nittala

26 citations0/0 files storedInternational Journal of Online Marketing

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

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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References

2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 2003Understanding online purchase intentions: contributions from technology and trust perspectives 2000On risk, convenience, and Internet shopping behavior 2003Identifying key factors affecting consumer purchase behavior in an online shopping context 2010The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention 2011Age, gender and income: do they really moderate online shopping behaviour?2012An Analysis of Factors Affecting on Online Shopping Behavior of Consumers 2009The influence of perceived risk on Internet shopping behavior: a multidimensional perspective

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