IILM Graduate School of Management (India)
Kedarnath Aggarwal Institute of Management (India)
The Indian shopping experience is undergoing a drastic shift from brick and mortar to click and order. The anytime anywhere medium Internet is playing a distinctive role in opening up novel opportunities in how business is being done. The world’s largest retailer Wal-Mart’s buying 77% equity stake in India’s e-tail major Flipkart for the US $16 bln is an indicator of the transformation e-commerce industry is undergoing in India. Technology has bought transformations and also some scepticism related to risk and uncertainty on certain aspects of online transactions. Organised retailing accounts for 8% of an approximately 600 billion USD dollar market. There is a tremendous scope of growth if we compare the Indian economy to the other South East Asian markets. The macro-environment too suggests that India is poised for uninterrupted growth in the coming years. The rural foray of retailers can also prove to be the strategic initiative giving good results. Amazon says that 70% of its business is coming from small towns which aptly points to the fact that if challenges of rural distribution and communication are met revenues can significantly be driven up. The current study makes an attempt to explore the variation in factors affecting online shopping among rural and urban customers and also identify the significant factors affecting online shopping. The study also tries to assess the perceived concerns in online shopping. To know the most popular online site for business in India and the kind of products purchased online shall be the interest of this paper. The association of demographic variables and online shopping shall also be touched upon in this paper. The data shall be collected with the help of a questionnaire administered via random sampling on the rural and urban customer.
Keywords: online, shopping, internet, development, commerce.
JEL Classification: M30, L81, L86.
Cite as: Choudhary, S., & Dhillon, S. (2018). An empirical perspective on consumer’s attitude towards online shopping. Marketing and Management of Innovations, 4, 212-220. https://doi.org/10.21272/mmi.2018.4-19
This work is licensed under a Creative Commons Attribution 4.0 International License
- Agarwal, R., & Venkatesh, V. (2002). Assessing a firm’s web presence: A heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168–186.
- Ali, P., & Sankaran, S. (2011). Online shopping customer satisfaction and loyalty in Norway. Riga, Latvia: LAP Lambert Academic Publishing.
- Chen, Q., Clifford, S.J., & Wells, W. (2000). Attitude toward the site: New information. Journal of Advertising Research, 42(2), 33-45.
- Changchit, C. (2006). Consumer perceptions of online shopping. Issues in Information Systems, 7(2), 177-181.
- Danaher, P. J. (2007). Modeling page views across multiple websites with an application to internet reach and frequency prediction. Marketing Science, 26 (3), 422–437.
- Galletta, D.F., Henry, R.M., McCoy, S., & Polak, P. (2006). When the wait isn’t o bad: The interacting effects of website delay, familiarity and breadth. Information Systems Research, 17 (1), 20–37.
- Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83–100.
- Goyal, M.M. (2014). Online shopping: A survey on consumer’s perception. The International Journal of Business & Management, 2(11), 73-79.
- Gupta, A. (2011). Rural retail revolution: The rise of rural market. South Asian Journal of Marketing & Management Research, 1(3), 34-53.
- Jun, G., & Jaafar, N.I. (2011). A study on consumers attitude towards online shopping in China. International Journal of Business and Social Science, 2(22), 122-123.
- Kodandarama, S. (2013, January 29). CMD of Vivek Ltd, Deccan Chronical.
- Malhotra, N.K., & Dash, S. (2009). Marketing Research: An applied orientation (6th ed.). Delhi: Pearson Education.
- Mittal, A. (2013). E-commerce: It’s impact on consumer behavior. Global Journal of Management and Business Studies, 3(2), 131-138.
- Monsuwe, T.P.Y, Dellaert, B.G.C., & Ruyter, K.D. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102-121.
- Patil, P.H. (2017, February 17). Rural and urban consumer of India. Paper presented at International Conference on Managing Business in Digital Age, Sinhgad Institute of Management, Pune, Maharashtra.
- Rajasekar, S., & Agarwal, S. (2016). A study on impact of e-commerce on India’s Commerce. International Journal of Development Research, 6(3), 7253-7256.
- Ramírez, N. (2010). Asian Journal of Management and Research, 3(2), 396- 405.
- Richa, D. (2012). Impact of demographic factors of consumers on online shopping behaviour: A study of consumers in India. International Journal of Engineering and Management Studies, 3(1), 43–52.
- Rose, S.P., Clark, C., Samouel, P., & Hair, N (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88 (2), 308–322.
- Sharma & Mittal (2009). Prospects of e-commerce in India. Asian Journal of Management and Research, 3(2), 396-408.
- Shergill, G.S. & Chen, Z. (2005).Web based shopping: Consumers’ attitudes towards online shopping in New Zealand. Journal of Electronic Commerce Research, 6(2), 80.
- Singhal. S., & Shekhawat, S. (2014). An empirical study of customer satisfaction in online shopping experience of tourism products in India. International Journal of Scientific Engineering and Research, 3(6), 61-64.
- Teltzrow, M., Meyer, B. & Lenz, H.J. (2007). Multi channel consumer perceptions. Journal of Electronic Commerce Research, 8(1), 18-31.
- Thomson, E. S., Laing, A. W., & McKee, L. (2007). Exploring child influence behaviour. Journal of Consumer Behaviour, 6(4), 182–202.
- Vaitheesewaran, K. (2013, January 29).CEO of Indiaplaza.com, Deccan Chronical.
- Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
- Venkatesh, V., Morris, M.G., Davis, G.B., & Davis, F.D. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27(3), 425-478.
- Wood, M. (2005). Discretionary unplanned buying in consumer society. Journal of Consumer Behaviour, 4(4), 268–281.