Factors Influencing Online Shopping Behavior of Consumers

Abstract

Online shopping or e-shopping is an emerging trend in many developing countries. The study examined the factors that influence the online shopping behavior of consumers. It took its substance from the Technology Acceptance Model (TAM) which had primarily focused on two main domains of perceived usefulness and the ease of use. Many researchers had used TAM in the past for the purpose of identifying and predicting different factors that motivate or demotivate a consumer in using any technology. Investigators had further extended TAM and many other variables have been incorporated in it till date. This inquiry undertook the challenge to explicate the underlying factors that stimulate consumers’ actions to use internet as a shopping standard. Data was collected and analyzed from 132 internet users on four measures of usefulness, ease of use, financial risk and attitude. Among these four variables usefulness was found to be the noteworthy forecaster of attitude towards online shopping, however, ease of use and financial risk did not have strong influence on attitude as compared to usefulness and ease of use.

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