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ABSTRACT
Nowadays Consumers buy goods or services directly from a seller over the Internet. Online
Shopping is a form of Electronic commerce (E-commerce) that provides both the Organisations
and Consumers with many options to choose from. On one hand Consumers have access to wide
range of products and the comfort to shop from home while on the other hand Organisations can
cater to different markets at a very low cost. With the help of Internet whole World can revolve
around our finger tips. World has become a Global village. There has been an tremendous rise in
the number of internet users. Internet has revolutionized the outlook and mode of living. Various
technologies like smartphones, laptops, tablets have stimulated the Consumers to go for Online
shopping. There are many popular websites which the consumers prefer for their online
shopping. Infact many of the organizations are now investing a lot in order to make their
websites user-friendly.
The main objective of the present study is to identify key factors that influence online purchasing
behaviour of consumers in India and more specifically in Kashmir region. Both the primary and
secondary sources will be used. The Primary data will be collected through a Structured
Questionnaire.
INTRODUCTION
Twenty first century is the age of science. It has revolutionalised the outlook and mode of living.
Wonderful Inventions are being made everyday. Internet has been one such invention. Internet
has a very important role to play in our daily life. With the help of Internet whole World can
revolve around our finger tips. World has become a Global village. In the meantime, Internet
shopping has become very famous nowadays. It provides consumer more information and
choices to compare product and price, more choice, convenience, easier to find anything online
(Butler and Peppard, 1998). Online shopping has been shown to provide more satisfaction to
modern consumers seeking convenience and speed (Yu and Wu, 2007). The process of online
shopping consists of five steps similar to those associated with traditional shopping behavior
(Liang and Lai 2000). First potential consumers recognize a need for some merchandise or
service, they go to the Internet and search for need-related information. However, rather than
searching actively, at times potential consumers are attracted by information about products or
services associated with the felt need. Consumers then evaluate various alternatives and choose
the one that best fits their criteria for meeting the felt need. After this,a transaction is conducted
and post-sales services provided. Online shopping attitude is related with consumers
psychological state in terms of making purchases on the Internet. One of the biggest advantages
of online shopping is that we can buy almost anything we could imagine without leaving our
home.
REVIEW OF LITERATURE
E-commerce is used to improve relationships with both business partners and customers
(Charles, 1998). Internet and electronic commerce were the two most significant developments
of information during 1990s . Consumers who purchase over the Internet have increased, as well
as there is increase in sales worldwide via electronic commerce. Innovation and electronic
commerce relationships have resulted in tremendous changes in market competition among
various industries (Blosch, 2000; Hamid & Kassim, 2004).
Selling and buying of goods and services on World Wide Web is Online shopping. Shahriar
Azizi and Masoud Javidani (2010) conducted a Descriptive Study to measure e-shopping
intentions in Iran.The sample taken were 120 people households in Tehran and the type of
sampling they used was Stratified sampling.They found that Intention is not affected by
perceived benefits and E-shopping intention has positive impact on attitude of consumers
towards online shopping in Iran.
Shergill and Chen (2005) worked on Consumers Attitudes towards Online Shopping in New
Zealand. The results revealed that security issue is the major reason of not shopping. Consumers
were also less satisfied with website design. Security of online users is important factor that stops
the willingness of online purchasers and higher the income, the more is attitude towards online
shopping (Sami Alsmadi,2002)
Lohse et al. [2000] conducted a study to explore the predictors of online purchasing behaviour. It
was found that the consumers are characterized by their wired lifestyle, and are time starved.
They suggested that customized information should be provided to the online shoppers who buy
standard or repeat items, which can lead to shoppers gaining a feeling of increased convenience,
and which in turn will allow them to make quick purchase decisions.
Consumers' attitude towards online shopping is a prominent factor affecting actual buying
behaviour. Jarvenpaa and Todd [1997] gave a model of attitudes and shopping intention towards
Internet shopping in general. In the model, there were many indicators that belonged to four
major categories; the shopping experience, the value of the product, the risk perceptions of
Internet retail shopping and the quality of service offered by the website. Vellido et al. [2000]
also proposed a model which had nine factors associated with users' perception of online
shopping. The risk perception of users was the main discriminator between people buying online
and people not buying online among those factors. Other discriminating factors were; control
over, and convenience of the shopping process, customer service, affordability of merchandise
and ease of use of the shopping site.
Factors influencing consumer to shop online
There are many factors that influence a consumer to shop online. Some of the prominent factors
are:
1. Covenience
It is very time consuming to search products in a traditional store but through online shopping
customers can easily search products without any delay. If it is easy to search the information
through online, we say it is convenient for us. The main reason that motivated consumers to shop
online was conveniences (Swaminathan et al., 1999).
2. Time Saving
It is one of the important factors of Online shopping. By shopping online time can be saved and
it can also reduce efforts of the customer. Time is saved with the help of online shopping during
the purchasing of goods and the time required to go to the traditional store also gets reduced
(Rohm and Swaminathan’s,2004).
3. Website Design
One of the vital influencing factors of online shopping is website design. The perception of a
consumer largely depends on website design (Shergill & Chen,2005). Almost 100,000 on-line
shopper’s surveyed by (Reibstein, 2000) shows that web site design was rated as important factor
for online shopping.
4. Security
Security is also one of the important factor for e-commerce. Retail e-commerce would fail if
Internet users feel on lacking a great degree of confidence (Kesh et al., 2002). The most
important reason that buyers who didn’t shop online was because they were afraid to reveal
personal credit card information to retailers or over the internet (Rao, 2000).
RESEARCH MODEL:
Covenience
Website design M
Attitude of consumers
towards online
Security shopping
Time saving
Objectives:
1. To study the attitude of customers towards online shopping.
2. To study the impact of demographic factors on the attitude of customers towards online
shopping.
METHODOLOGY
SAMPLE COVERAGE
This research is descriptive cum empirical in nature. Convenience sampling technique was used
in the study. The total sample for the study was 100. The sample population consisted of
students, teaching, non teaching staff from different Universities of Kashmir(Kashmir
University, Central University of Kashmir, Islamic University of Science and Technology) under
different age groups.
Gender, Age, Education and Frequency of Online shopping influence Internet use, sample in
terms of these demographical variables were considered.
TOOLS
The questionnaire was used to collect data. The questionnaire had two parts. First part was
related to demographic factors and comprised of four questions and second part consisted of
questions that measured consumers attitude towards online shopping. There were total 15 items
and 4 dimensions. The four dimensions were: Covenience, Time saving, Website design, and
Security. In convenience there were 4 items, website design had 5 items, time saving had 3 items
and security had 3 items. Likert point scale was used for each statement where 1 denoted
strongly agree,2 denoted agree,3 denoted Uncertain,4 denoted Disagree and 5 denoted Strongly
disagree.
The Literacy wise distribution reveals that 22(23.9%) respondents are graduates, 52(56.5%)
respondents fall under Masters Category and 18(19.6%) respondents are doctorates.
Frequency of buying in a year was also measured. It revealed that 37 respondents make 1-5
times/year shopping,24 respondents make 6-10 times/year, 14 respondents make 11-15
times/year and 17 respondents make more than 16 times/year online shopping.
As shown in the above table, age group 20-40 was the largest group representing 80.4% of the
respondents, followed by 13% of respondents who belonged to the age group up to 20 years. On
the other hand, the smallest number of respondents (6.5%) was 40 onwards.
Website design
N Mean Std. Deviation
Website design-Item 1 92 1.84 0.72
Table 6:Convenience
Descriptive Statistics
Convenience N Mean Std. Deviation
The total mean for factor Time saving was found to be 2.28 and for security it was found to be
2.24. Out of all the factors the lowest mean was for website design(1.88) which indicates that
website design/features is the major factor that affects the consumer’s attitude towards online
buying. In other words, we can say web site design was rated as the most important factor for
online shopping.
Descriptive Statistics
Time saving N Mean Std. Deviation
Descriptive Statistics
Security N Mean Std. Deviation
Table 9
Total 28.823 91
The (p) significance value for convenience with age was found to be .522 which is more than
.05. Hence Age does not have any significant impact on convenience.
Table 10:Covenience with Age
Total 28.823 91
The (p) significance value for convenience with frequency was found to be .991 which is more
than .05. Hence frequency does not have any significant impact on convenience.
Total 28.823 91
The (p) significance value for website design with education was found to be .053 which is more
than .05. Hence education does not have any significant impact on website design.
Total 22.419 91
The (p) significance value for website design with age was found to be .409 which is more than
.05. Hence age does not have any significant impact on website design.
Table 13:Website design with age
Total 22.419 91
The (p)significance value for website design with frequency was found to be .954 which is more
than .05. Hence frequency does not have any significant impact on website design.
Total 22.419 91
The (p) significance value for time saving with education was found to be .914 which is more
than .05. Hence education does not have any significant impact on time saving.
Total 77.024 91
The (p)significance value for time saving with age was found to be .633 which is more than .05.
Hence age does not have any significant impact on time saving.
Total 77.024 91
The (p) significance value for time saving with frequency was found to be .129 which is more
than .05. Hence frequency does not have any significant impact on time saving.
Total 77.024 91
The (p) significance value for security with education was found to be .621 which is more than
.05. Hence education does not have any significant impact on security.
Total 34.912 91
The (p) significance value for security with age was found to be .838 which is more than .05.
Hence age does not have any significant impact on security.
Total 34.912 91
The (p) significance value for security with frequency was found to be .484 which is more than
.05. Hence frequency does not have any significant impact on security.
Table 20:Security with frequency
Total 34.912 91
Assuming equal variances, the p value in all the dimensions under study comes out to be more
than .05. Thereby, indicating that the gender has no impact on customer’s attitude towards the
online buying.
REFERENCES
Blosch, M. (2000). Customer knowledge, knowledge and Process Management
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