Factors Influencing Online Shopping: An Empirical Study in Ahmedabad
The IUP Journal of Marketing Management, Vol. XI, No. 4, pp. 51-65, November 2012
Posted: 7 Dec 2012
Date Written: December 6, 2012
Abstract
According to an India online landscape study (Juxt, 2010), the number of active Internet users in India stands at 65 million, of which 17 million are online shoppers, indicating a growth of 70% from the previous year. The statistics alone are enough to denote the potential of e-commerce in India. However, as the online market becomes crowded with players, businesses need to have an edge in terms of customer satisfaction to gain a larger market share. With the above-mentioned objective in mind, a primary survey of online shoppers was conducted in Ahmedabad and consumer perceptions were analyzed using factor analysis and Analysis of Variance (ANOVA) test. The paper has found that ease/attractiveness of website, service quality of website and website security are the three dominant factors which influence consumer perceptions regarding their online purchasing experiences. Hence, businesses which focus on these three factors can attract more clicks. Also, the paper has proved that these factors are related to the various types of consumers classified as trial, occasional, frequent and regular (based on their frequency of purchase). The authors have found that regular buyers are most influenced by ease/attractiveness of website and service quality of website, while occasional buyers value website security more than other categories of consumers.
Suggested Citation: Suggested Citation