Consumer Online Purchasing Decision and its Influencing Factors in Uttrakhand: An Exploratory Study of Selected Districts of Garhwal Division
9 Pages Posted: 4 Jun 2019
Date Written: March 14, 2019
Internet shopping or web based business is a reality that is seen to be in high presence recently. Thus, Owing to this tremendous growth, the given study focuses on dissecting factors affecting customer's web based buying decision in Selected Districts of Garhwal division of Uttrakhand. The Sub Objectives of the study are to analyze socio-demographic status of online consumers, to identify types of product categories in online shopping that are commonly purchased by people, to determine whether perceived security and privacy of online transaction have an impact on respondents’ online purchasing decision, specifically in Uttrakhand e-commerce market. The data for this study was gathered using direct survey with the help of a structured questionnaire. The respondents having online shopping experience were selected from different districts of Garhwal Division of Uttrakhand. A 550 sample frame was chosen for participation, but only 500 respondents returned the filled questionnaire within 1 month of releasing. All variables for the questionnaire were identified using the literature on online shopping. The data was analyzed using SPSS. The statistical techniques of analysis that were used for the given study include Factor Analysis and ANOVA for identifying the factors affecting online purchasing procedure as well as the impact of those factors on final purchasing decision. The results of this study indicate that majorly 5 factors affect the online purchasing decision namely Convenience, Security and Privacy, Product Related Factors, Service related factors, Website related factors, Personal factors .Thus, The results of this study provide a valuable reference to the e-marketers to understand the factors influencing consumer online purchase decision.
Keywords: Online shopping, Decision-making process, Influence, Uttrakhand, Factor Analysis
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