Factors Affecting Consumer's Online Shopping Buying Behavior
8 Pages Posted: 3 Jan 2019 Last revised: 19 Mar 2019
Date Written: January 5, 2019
Purpose – To investigate the factors affecting consumer’s online shopping behavior.
Design/methodology/approach – A descriptive type of study using judgmental sampling for selecting the samples from online shopping users of Kanpur city. The data has been collecting with the help of questionnaire. The factor analysis is performed for identifying the factors, the nonparametric test has been used for hypothesis testing.
Findings – The study results suggest that consumers’ online shopping behavior is being affected by several factors like demographic factors, social factors, consumer online shopping experience, knowledge of using internet and computer, website design, social media, situational factors, facilitating conditions, product characteristics, sales promotional scheme, payment option, delivery of goods and after sales services plays an important role in online shopping.
Research limitations/implications – The study results cannot be generalized to the all online shopping users because of small sample size and geographical location from where data is collected. Future studies may also apply some more statistical techniques to improve the conclusiveness of the findings reported in this study.
Practical implications – The results should be of interest to the online retailers in deciding their marketing program.
Originality/value – The paper is based on original work, the questionnaire has been found reliable after checking the cronback Alpha value. The KMO values supports the adequacy of sample size. It will help the academicians and scholars in their research work in the form of a literature on online shopping. It will also provide guidelines to online retailers in making their marketing program.
Keywords: Consumer behaviour, online shopping, Internet shopping, Electronic commerce
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