Consumer Behaviour and Online Shopping: The Study of Online Shopping Adoption (With Reference To Lucknow City)

See discussions, stats, and author profiles for this publication at: https://www.researchgate.
net/publication/334281070
Consumer behaviour and online shopping: the study of online shopping

adoption (with reference to Lucknow city)
Article in International Journal of Public Sector Performance Management · January 2019

DOI: 10.1504/IJPSPM.2019.10022484
CITATIONS READS
5 737
2 authors:
Anubha Vashisht Vaibhav Misra

Symbiosis International University 12 PUBLICATIONS 11 CITATIONS
20 PUBLICATIONS 36 CITATIONS
SEE PROFILE
SEE PROFILE
Some of the authors of this publication are also working on these related projects:
retail, online View project
Advertising and Online Shopping: Attitude of Generation Y Consumers View project
All content following this page was uploaded by Vaibhav Misra on 14 October 2022.
The user has requested enhancement of the downloaded file.

Int. J. Public Sector Performance Management, Vol. 5, Nos. 3/4, 2019 321
Consumer behaviour and online shopping: the study

of online shopping adoption (with reference to
Lucknow city)
Vaibhav Misra*
Faculty of Management,
Symbiosis International (Deemed University),
Pune, India
and
Symbiosis Centre for Management Studies,
Plot No. 47 & 48, Sector 62, Noida, Uttar Pradesh, 201301, India
Email: rockingvabs21@gmail.com
*Corresponding author
Anubha Vashisht
Symbiosis Centre for Management Studies,
Plot No. 47 & 48, Sector 62, Noida, Uttar Pradesh, 201301, India
Email: dydirector@scmsnoida.ac.in
Abstract: Considering the rapid growth of online shoppers and their interests
in shopping online, we planned our study. Our study identifies the factors that
influence the behaviour of consumers to shop online and the intensity of the
factors to which it is considered as a deciding variable. Data were collected
from 384 respondents from Lucknow city using a structured questionnaire.
Convenience sampling was used for collecting the data. We used linear
regression to develop our model. The result of linear regression showed that
information search and electronic word of mouth were the most important
factors and had an influence on online shopping adoption. We used Spearman’s
correlation to quantify the intensity of these factors on consumers’ online
shopping behaviour.
Keywords: online shopping; online shopping behaviour; information search;

electronic word of mouth; e-WOM; online shopping adoption factors.
Reference to this paper should be made as follows: Misra, V. and Vashisht, A.

(2019) ‘Consumer behaviour and online shopping: the study of online shopping
adoption (with reference to Lucknow city)’, Int. J. Public Sector Performance
Management, Vol. 5, Nos. 3/4, pp.321–336.
Biographical notes: Vaibhav Misra is associated as Research Scholar with

Symbiosis Centre for Management Studies, Noida, Faculty of Management,
Symbiosis International (Deemed University). He holds MPhil in Management
from Babasaheb Bhimrao Ambedkar University (a central university),
Lucknow. He has 13 years of experience in academics and industry. He has
been actively involved providing consultancy in marketing domain. He served
different organisations in the capacity of Trainer, Lecturer and Marketing
Copyright © 2019 Inderscience Enterprises Ltd.

322 V. Misra and A. Vashisht
Professional. He contributed research papers in various national and

international journals of repute and conferences. He is also associated with
many international organisations as a board member. His core areas of interest
are electronic retailing, consumer behaviour and advertising.
Anubha Vashisht is working as a Professor and the Deputy Director at

Symbiosis Centre for Management Studies, NOIDA, Symbiosis International
(Deemed University). She has a total work experience of 19 years with a blend
of academic and corporate experience. Many research scholars have been
awarded PhD under her guidance. She has also contributed research papers in
many journals of repute and presented papers in various reputed international
conferences. She is actively involved in various sponsored research projects.
She is a member of Board of Studies at the University Level. Besides this she is
the Managing Editor of Journal of General Management Research.
This paper is a revised and expanded version of a paper entitled ‘Consumer

behaviour and online shopping: the study of online shopping adoption (with
reference to Lucknow City)’ presented at SIMSARC, Symbiosis Institute of
Management Studies, Pune, 14–16 December 2017.
1 Introduction
Online shopping has gained much attention in the past due to its popularity among
consumers. Today consumers are adopting this medium to purchase their daily needs as
well as the basic needs. The importance of online shopping can be proved by the increase
in the number of online shoppers in India. A report on e-commerce by Confederation of
Indian Industry (CII) in 2016 reveals that in 2013, there were 20 million of online
shoppers in India, in 2015 the number of online shoppers was increased to 39 million. It
is estimated that in 2018, this number will increase to 140 million and in 2020 it may go
to 220 million. This report shows that there is rapid growth in online shoppers in India.
This growth of online shoppers might have been influenced by certain factors that drive
them to shop online. Therefore, we decided to find out those factors which drive the
consumers to shop online. We also decided to quantify the intensity to which these
factors influence the consumers’ behaviour to shop online. That is why we planned our
research and focused on the factors through past literature given by the researchers.
1.1 About India

According to the Know India (n.d.), the population of India belongs to Hinduism,
Christianity, Islam, Sikhism, Buddhism and Jainism, which reflect that India is
religiously diversified. Dana (2000) gave an insight that India is a culturally diversified
country having several races with an enormous population base. This enormous
population base is classified into four varnas namely, Brahmin referred as priests,
Kshatriya referred to as warriors, Vaishya referred as traders and Shudras (artisans).
These classifications lead us to conclude that Indian consumers come from different
religions and culture and have different preferences, different tastes, and different
shopping styles.
Consumer behaviour and online shopping 323
1.2 Scope of the study

There is scope for the researchers to include all those factors in their study which are
excluded from this study. The researchers can explore and identify more factors that
influence online shopping adoption by the consumers and broaden the subject area. There
are various online activities conducted by the online shopping portals from time to time.
The researchers can explore these activities for further studies.
The researchers can conduct further studies considering advertising as one of the
predictor or influencer of online shopping adoption.
2 Literature review
Kumar and Thakur (2016) considered convenience as one of the important factors
that motivate shoppers to shop online; another factor considered important was
information-search. They found that information search is a higher motivating factor then
convenience. Online sellers should have smooth refund policies that can easily be
understood by shoppers. Refund issues have a high impact on consumers to shop online
(Huseynov and Yıldırım, 2016). Walsh and Brylla (2016) found that there is a negative
impact of product returns on customer satisfaction, trust, and word of mouth. The primary
concern of the customer for shopping online is trust and perceived usefulness. Perceived
ease of use and online shopping enjoyment were the other important factors that
influence the customer’s attitude to shop online (Butt et al., 2016). Bilgihan (2016)
studied the preference of Gen Y customers and found that they prefer that trust plays an
important role in developing e-loyalty. The other significant predictor that develops
e-loyalty is a positive online experience. San Lim et al. (2016) studied the apparel
industry with the focus on Generation Y’s online website satisfaction; they detected
usability, credibility, service quality and transaction cost as important factors influencing
customer satisfaction while purchasing through the website. They found that usability,
credibility and service quality influences customer satisfaction during their purchase
through websites.
Khan et al. (2015) found that the satisfaction of customers to re-purchase from
e-stores is influenced by seven constructs. These constructs are: price, convenience,
product information, return policy, financial risk, product risk, and delivery risk.
Raman (2014) conducted the study on male and female shoppers; it was found that
female consumers prefer convenience as an important factor of predilection towards
online shopping, whereas male consumers considered the risk of doing transaction as an
important factor for their engagement in online shopping. Clemes et al. (2014) ranked
seven important decision factors of online shopping; convenience was one of these
important factors. Other factors considered important were: perceived risk, consumer
resources, service quality, subjective norms, product variety, and website factors. Akbar
and James (2014) researched nine factors; they considered refund as a strong influencer.
The other influencers were price, convenience, auction websites, security, brand, search
engines, promotion, and online shopping malls. Misra and Mishra (2014) found trust as
an important motivator for acceptability of e-commerce among the consumers. The other
factors found those motivate consumers to accept e-commerce are: security,
telecommunication infrastructure, awareness about e-commerce, language, and
economical background. Online shopping convenience, security and product risk,
complexity and waiting time and enjoyment and pleasure are significant predictors of
consumers’ attitude toward online shopping (Ramtohul et al., 2014).
Sen (2014) found that online purchase is influenced by cost factor, convenience
factor, product factor, and seller related factor. They are considered to be important for
shopping online.
Doaei and Hassanzadeh (2013) found the price, time-saving and convenience as
important factors that motivate consumers to shop online. Kacen et al. (2013) found that
shipping and handling charges, exchange/refund policy of returns, providing an
interesting social or family experience, helpful salesman, after purchase service and
uncertainty about getting the right item are considered to be disadvantaged with online
shopping. Online trust is found to be one of the significant predictors of consumer
purchase intention. The other factors that were found significant predictors were: impulse
purchase orientation and prior online purchase experience (Thamizhvanan and Xavier,
2013). The study conducted by Al Mana and Mirza (2013) on Saudi Arabian customers
resulted that electronic word of mouth (e-WOM) had an impact on online shoppers of
Saudi while making online purchase decision. They also revealed that a large percentage
of online shoppers consider the online forums important during purchase decision
through websites.
Prasad and Aryasri (2009) identified convenience, web store environment, online
shopping enjoyment and customer service have to an impact on consumer’s willingness
to shop online. Trust was considered to have no impact on consumers’ willingness to
shop online. Delafrooz et al. (2009) found that utilitarian orientations, convenience, price,
wider selection (assortment) are the factors that impact consumers’ attitude toward online
shopping. The findings of Tariq and Eddaoudi (2009) indicate that customers’
willingness to shop online is influenced by trust, age, security, awareness and piracy
factors.
There are many factors identified by the researchers in the past. It is not necessary
that those factors may have an impact on the consumers of Lucknow. Therefore, we
conducted this study to identify the important factors of online shopping adoption that
influence the decision of the consumers of Lucknow city. Further, the intensity of the
impact of factors of online shopping adoption might not be studied by the researchers in
the past. In our study, we investigated the intensity of factors of online shopping
adoption.
3 Objectives for the study
The main objective of our study was to identify the factors that influence the purchase
behaviour of consumers of Lucknow city towards online shopping. We also considered
the quantification of the intensity of the preferred factors of online shopping with the
purchase behaviour of the consumers of Lucknow city.
4 Research methodology
4.1 Profile of respondents

We conducted the study on the age group of 15 years to 35 years named as millennials
who were studying and were unemployed.
4.2 Identification of population and sample

The study was conducted in Lucknow city. Our sample was those consumers who visited
the mall to purchase the product and were aware of the online shopping and had
purchased a product using online shopping portal.
4.3 Area selected for sampling

The samples were selected from the consumers who visited Saharaganj and West End
Mall at Lucknow.
4.4 Sample size

The sample size determined for the data collection was 384 respondents. The sample size
was derived using the sample size determination formula of the infinite population. We
used convenience sampling for collection of responses from the respondents.
4.5 Data collection method

Structured questionnaire was developed and distributed to the respondents for collection
of primary data. Respondents were contacted face to face for collecting the data.
Secondary data was collected through journals, magazines, web portals and other useful
means of information.
4.6 Construction of data collection instrument

Data were collected using self-administered structured questionnaires. We designed two
questionnaires for data collection, in the first questionnaire we focused on the
respondents’ awareness of online shopping, purchasing a product online and factors of
online shopping adoption. In the second questionnaire, we collected the regarding the
importance of factors of online shopping adoption on the scale of 1 to 5, where 1 is
referred to strongly agree, and 5 is referred to strongly disagree. The questionnaire
consisted of dichotomous questions, multiple choice questions, and rank-based questions.
4.7 Statistics used

The normality of the data was checked using the Kolmogorov-Smirnov test. It was found
that the data was not normally distributed. Therefore we used Spearman’s correlation for
investigating the intensity of the relationship between the factors and purchasing of a
product online. Linear regression was used to identify the important factors of online
shopping adoption and develop the model for the study.
The data was analysed using SPSS.
5 Data analysis and results
The factors of online shopping adoption are represented in Table 1. We conducted the
study on 384 responded respondents to find out about the factors that influence their
decision to shop online. We explored 18 factors through literature review. A survey was
done on these 18 factors in Lucknow city and we found that 11 factors: refund and return
policy, perceived risk, product price, information search, e-WOM, security, perceived
usefulness, variety of products, shopping enjoyment, convenience, and trust were
responded as important factors that drive consumers to shop online. These 11 factors
were considered further for the study.
Table 2 shows the test of normality. As our sample size was 384 respondents, which
is considered to be a quite big sample for the study, therefore as suggested by Sen and
Srivastava (2012) we used Kolmogorov-Smirnov test to test the normality. We found that
the value of p < 0.05, therefore, we do not assume normality in our data. In other words,
our data is not normally distributed.
Table 3 represents the method used for analysis, in the first stage, all the variables
were analysed using the enter method whereas in the second stage the method used for
analysis was backward. By using backward method variable named security was removed
in second stage, convenience was removed in the third stage, shopping enjoyment was
eliminated in the fourth stage, product price was eradicated in the fifth stage, perceived
risk was eliminated in the sixth stage and trust was eradicated in the seventh stage,
variety of product was removed in the eighth stage followed by refund and return policy
and perceived usefulness in ninth and tenth stage respectively. We developed the model
in ten stages. We developed the model only on the cases for which the response received
for the question ‘have you ever purchased a product online’ was ‘yes’.
Through Table 4, we interpret that in the first six stages R-square was 0.101 and
adjusted R-square was 0.049 in the first stage, 0.054 in the second stage, 0.059 in the
third stage, 0.064 in the fourth stage, 0.068 in the fifth stage and 0.073 in the sixth stage
which was not very close to R-square. Similarly, from seventh stage R-square was 0.099
with the adjusted R-square 0.076, in the eighth stage R-square was 0.095 with the
adjusted
R-square 0.077 and ninth stage R-square was 0.090 and adjusted R-square was 0.076,
which was better compared to earlier stages. But in the last stage using backward method
the R-square was 0.080 and adjusted R-square was 0.071, which was close to R-square.
The model is considered good when the adjusted R-square is very close to R-square.
Therefore, we consider this model as a good model for our study.
Table 1 Online shopping adoption factors
S.N. Factor Frequency Percent

1 Refund and return policy 46 12.0
2 Perceived risk 28 7.3
3 Consumer resources 13 3.4
4 Service quality 10 2.6
5 Website factor 11 2.9
6 Price 35 9.1
7 Time saving 8 2.1
8 Shipping and delivery charges 19 4.9
9 Information search 23 6.0
10 Webstore environment 9 2.3
11 Electronic word of mouth (e-WOM) 24 6.3
12 Customer service 8 2.1
13 Security 22 5.7
14 Perceived usefulness 27 7.0
15 Variety of products 24 6.3
16 Shopping enjoyment 20 5.2
17 Convenience 21 5.5
18 Trust 36 9.4
Total 384 100
Table 2 Test of normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Refund and return policy 0.237 384 0.000 0.871 384 0.000
Perceived risk 0.222 384 0.000 0.852 384 0.000
Product price 0.242 384 0.000 0.869 384 0.000
Information search 0.206 384 0.000 0.894 384 0.000
Electronic word of 0.230 384 0.000 0.887 384 0.000
mouth (e-WOM)
Security 0.251 384 0.000 0.867 384 0.000
Perceived usefulness 0.204 384 0.000 0.898 384 0.000
Variety of product 0.228 384 0.000 0.853 384 0.000
Shopping enjoyment 0.232 384 0.000 0.874 384 0.000
Convenience 0.215 384 0.000 0.859 384 0.000
Trust 0.222 384 0.000 0.873 384 0.000
a
Note: Lilliefors significance correction.
Table 3 Variables entered/removeda,b
Model Variables entered Variables removed Method

1 Trust, variety of product, perceived Enter
usefulness, convenience, security,
product price, information search,
shopping enjoyment, perceived risk,
electronic word of mouth (e-WOM),
refund and return policyc
2 Security Backward (criterion:
probability of
F-to-remove >= 0.100).
3 Convenience Backward (criterion:
probability of
4 Shopping Backward (criterion:
enjoyment probability of
5 Product price Backward (criterion:
probability of
6 Perceived risk Backward (criterion:
probability of
7 Trust Backward (criterion:
probability of
8 Variety of product Backward (criterion:
probability of
9 Refund and return Backward (criterion:
policy probability of
10 . Perceived Backward (criterion:
usefulness probability of
Notes: aDependent variable: awareness about online shopping.
b
Models are based only on cases for which have you ever purchased
product online = yes.
c
All requested variables entered.
Table 4 Model summary
R
Adjusted Std. error of
Model Have you ever purchased R-square
R-square the estimate
product online = yes (selected)
1 0.317 0.101 0.049 0.118
2 0.317 0.101 0.054 0.118
3 0.317 0.101 0.059 0.117
4 0.317 0.101 0.064 0.117
5 0.317 0.101 0.068 0.117
6 0.317 0.101 0.073 0.116
7 0.315 0.099 0.076 0.116
8 0.309 0.095 0.077 0.116
9 0.300 0.090 0.076 0.116
10 0.283 0.080 0.071 0.117
Table 5 discuss about the ANOVA results; the value of F is 1.944 in the first stage of
analysis which was increased to 8.711 in the last stage of analysis which is significant at
1% level of significance, we found that there is the increase in the value of F, which
means that there is difference in the means of variables as the high value of ANOVA
means that there is more chance for null hypothesis to be rejected.
Table 5 ANOVA
Model Sum of squares df Mean square F Sig.

1 Regression 0.298 11 0.027 1.944 0.036
Residual 2.658 191 0.014
Total 2.956 202
2 Regression 0.298 10 0.030 2.150 0.023
Residual 2.658 192 0.014
Total 2.956 202
3 Regression 0.298 9 0.033 2.400 0.013
Residual 2.658 193 0.014
Total 2.956 202
4 Regression 0.297 8 0.037 2.714 0.007
Residual 2.658 194 0.014
Total 2.956 202
5 Regression 0.297 7 0.042 3.115 0.004
Residual 2.658 195 0.014
Total 2.956 202
Notes: Dependent variable: awareness about online shopping.
Selecting only cases for which have you ever purchased product online = yes.
Table 5 ANOVA (continued)
Model Sum of squares df Mean square F Sig.

6 Regression 0.297 6 0.050 3.651 0.002
Residual 2.659 196 0.014
Total 2.956 202
7 Regression 0.293 5 0.059 4.333 0.001
Residual 2.663 197 0.014
Total 2.956 202
8 Regression 0.282 4 0.071 5.223 0.001
Residual 2.674 198 0.014
Total 2.956 202
9 Regression 0.265 3 0.088 6.541 0.000
Residual 2.690 199 0.014
Total 2.956 202
10 Regression 0.237 2 0.118 8.711 0.000
Residual 2.719 200 0.014
Total 2.956 202
Table 6 Coefficients
Unstandardised Standardised
Model coefficients coefficients t Sig.
B Std. error Beta
1 (Constant) 1.015 0.035 29.087 0.000
Refund and return policy –0.065 0.085 –0.366 –0.770 0.442
Perceived risk –0.005 0.047 –0.032 –0.118 0.906
Product price 0.004 0.043 0.023 0.104 0.917
Information search 0.152 0.034 0.845 4.463 0.000
Electronic word of mouth –0.062 0.056 –0.314 –1.108 0.269
(e-WOM)
Security –0.001 0.028 –0.005 –0.030 0.976
Perceived usefulness –0.028 0.024 –0.154 –1.164 0.246
Variety of product –0.009 0.012 –0.093 –0.795 0.427
Shopping enjoyment –0.004 0.066 –0.024 –0.067 0.946
Convenience 0.001 0.020 0.007 0.051 0.959
Trust 0.017 0.045 0.100 0.387 0.699
Table 6 Coefficients (continued)
B Std. error Beta
2 (Constant) 1.015 0.034 29.566 0.000
Perceived risk –0.005 0.035 –0.027 –0.130 0.897
Product price 0.004 0.041 0.021 0.100 0.921
(e-WOM)
Convenience 0.001 0.020 0.007 0.050 0.960
Trust 0.016 0.034 0.095 0.489 0.626
3 (Constant) 1.014 0.033 30.816 0.000
Perceived risk –0.005 0.035 –0.027 –0.132 0.895
Product price 0.004 0.041 0.023 0.106 0.915
(e-WOM)
Trust 0.016 0.033 0.095 0.493 0.622
4 (Constant) 1.014 0.032 31.518 0.000
Perceived risk –0.004 0.035 –0.026 –0.127 0.899
Product price 0.005 0.040 0.025 0.122 0.903
(e-WOM)
Trust 0.017 0.033 0.095 0.495 0.621
5 (Constant) 1.015 0.030 34.129 0.000
Perceived risk –0.003 0.033 –0.019 –0.096 0.924
Table 6 Coefficients (continued)
B Std. error Beta
5 Electronic word of mouth –0.061 0.047 –0.310 –1.300 0.195
(e-WOM)
Trust 0.016 0.033 0.090 0.482 0.631
6 (Constant) 1.015 0.030 34.265 0.000
(e-WOM)
Trust 0.014 0.024 0.078 0.563 0.574
7 (Constant) 1.016 0.030 34.359 0.000
(e-WOM)
8 (Constant) 1.019 0.029 34.688 0.000
(e-WOM)
9 (Constant) 1.024 0.029 35.262 0.000
(e-WOM)
10 (Constant) 1.016 0.029 35.518 0.000
(e-WOM)
Table 6 represents the coefficients; coefficients tell about the structure of the model. We
selected awareness about online shopping as the dependent variable, and in the first stage
the predictors were refunded and return policy, perceived risk, product price, information
search, e-WOM, security, perceived usefulness, a variety of products, shopping
enjoyment, convenience and trust. We only considered those cases who responded that
they purchased the online product at least once in their life.
We used backward method of regression, which eliminated the variables in each stage
and finally we were left with information search and e-WOM as predictors in the final
stage of analysis.
In Table 7, we tested the intensity in relationship using Spearman’s correlation
between have you ever purchased product online and information search and e-WOM
which were retrieved after using regression. We found that the value of correlation for
information search was 0.605 and for e-WOM was 0.675 (Table 7) which were found to
be significant at .01 level.
Table 7 Correlations
Factor Have you ever purchased product online Sig.

Information search 0.602 0.000
Electronic word of mouth (e-WOM) 0.675 0.000
Note: Correlation is significant at the 0.01 level (two-tailed).
6 Discussion and conclusions
We found 18 factors of online shopping adoption by reviewing literature. We conducted

the consumer survey to find out the factors of that influence their decision to shop online.
The survey resulted refund and return policy, perceived risk, product price, information
search, e-WOM, security, perceived usefulness, variety of products, shopping enjoyment,
convenience and trust as factors influencing the consumer’s behaviour to shop online. We
used linear regression to develop the model that represents the most important factors of
online shopping adoption. The model was based on only those cases for which we
received the ‘yes’ response for the question ‘have you ever purchased product online’.
We found that the regression analysis resulted from information search and e-WOM as
significant predictors of online shopping adoption.
The result of the research states that consumers collect the relevant information using
different mediums about the product he wishes to purchase. A consumer may use peer
communication to retrieve the information or it may be an advertising medium through
which information is gathered. Our study suggests information search as the first
important factor that leads consumer towards online shopping adoption.
We consider the e-WOM as second important factors that lead consumer towards the
adoption of online shopping. Consumers surf different forums utilising website as a tool
for enhancing the knowledge about the product, its features, company reputation, and
product quality. These forums help the consumer in purchase decision making.
Further, we conducted correlation analysis to investigate the intensity in a relationship
between of information search and ‘have you ever purchased the product online’. It was
found that there is a significant positive relationship between both the variables. We also
found that there is a significant positive relationship between an e-WOM and ‘have you
ever purchased the product online’.
We conclude that information search and e-WOM are important factors considered by
the consumers adopting shopping online. We also found that the intensity in the
relationship between these factors and purchasing online is positively significant. These
factors are important when selling to consumers. Therefore, our study recommends
online shopping organisations to consider these factors as important when preparing the
strategies for sales.
7 Practical applicability of the study
Our study explores information search and e-WOM as one of the emerging factors of
online shopping adoption. In previous studies researchers focused price, trust,
convenience, refund and return policy, perceived risk, consumer resources, service
quality, website factors, time saving, shipping and delivery charges, website
environment, customer service, security, perceived usefulness, variety of environment
and shopping enjoyment as stated in literature, the researchers in past did not focus over
how the information is disseminated to consumers about the online shopping portals.
There are many advertisements placed on television, newspapers, magazines and social
media about the offerings by the online shopping portals nowadays. We found e-WOM as
one of the predictors of communicating with consumers and making them aware of
different schemes and offerings. This is the cheapest method of creating and building
trust among the consumers.
We found e-WOM and information search as an important predictor of online
shopping adoption. Consumers do give weight to their peer views or references in the
purchase process.
8 Managerial implications
Our study provides following implications that can be used by the organisations for a
formulation of strategy:
• organisations should consider methods of information search and e-WOM as an
important while deciding the media strategy
• organisations can focus on peer communication and can launch various programs for
peer recognition to refer the consumers.
9 Limitations of the study
Like every study, our study also had certain limitations. Firstly, our model considered
factors of online shopping adoption that were explored and considered important by the
consumers in the survey; there are many other factors such as consumer resources,
shipping and delivery charges, service quality, etc. which may be considered as
important. We did not include these factors in our study. Therefore, we cannot explain
the applicability and importance of these factors. Secondly, the area of study was
restricted to one geography. Therefore, there is the possibility that the factors considered
in the study may not be suitable for some other geography.
References
Akbar, S. and James, P.T. (2014) ‘Consumers’ attitude towards online shopping factors influencing
employees of crazy domains to shop online’, Journal of Management and Marketing
Research, Vol. 14, No. 3, pp.1–11.
Al Mana, A.M. and Mirza, A.A. (2013) ‘The impact of electronic word of mouth on consumers’
purchasing decisions’, International Journal of Computer Applications, Vol. 82, No. 9,
pp.23–31.
Bilgihan, A. (2016) ‘Gen Y customer loyalty in online shopping: an integrated model of trust, user
experience, and branding’, Computers in Human Behavior, August, Vol. 61, pp.103–113.
Butt, I., Tabassam, S., Chaudhry, N.G. and Nusair, K. (2016) ‘Using the technology acceptance
model to study adoption of online shopping in an emerging economy’, Journal of Internet
Banking and Commerce, Vol. 21, No. 2, p.1.
Clemes, M.D., Gan, C. and Zhang, J. (2014) ‘An empirical analysis of online shopping adoption in
Beijing, China’, Journal of Retailing and Consumer Services, Vol. 21, No. 3, pp.364–375.
Confederation of Indian Industry (CII) (2016) April [online] http://italiaindia.com/images/uploads/
pdf/april-2016-e-commerce-in-india.pdf (accessed 21 January 2017).
Dana, L.P. (2000) ‘Creating entrepreneurs in India’, Journal of Small Business Management,
Vol. 38, No. 1, pp.86–91.
Delafrooz, N., Paim, L.H., Haron, S.A., Sidin, S.M. and Khatibi, A. (2009) ‘Factors affecting
students’ attitude toward online shopping’, African Journal of Business Management, Vol. 3,
No. 5, pp.200–209.
Doaei, H. and Hassanzadeh, J.F. (2013) ‘Barriers and crucial factors affecting Iranian consumer
mind during online shopping’, New Marketing Research Journal, special issue, Vol. 3, No. 5,
pp.59–67.
Huseynov, F. and Yildırım, S.Ö. (2016) ‘Internet users’ attitudes toward business-to-consumer
online shopping: a survey’, Information Development, Vol. 32, No. 3, pp.452–465.
Kacen, J.J., Hess, J.D. and Chiang, W.Y.K. (2013) ‘Bricks or clicks? Consumer attitudes toward
traditional stores and online stores’, Global Economics and Management Review, Vol. 18,
No. 1, pp.12–21.
Khan, S.A., Liang, Y. and Shahzad, S. (2015) ‘An empirical study of perceived factors affecting
customer satisfaction to re-purchase intention in online stores in China’, Journal of Service
Science and Management, Vol. 8, No. 3, pp.291–305.
Know India (n.d.) [online] http://knowindia.gov.in/culture-and-heritage/ethnicity-of-india.php
(accessed 15 September 2018).
Kumar, A. and Thakur, Y.S. (2016) ‘Beyond buying to shoppers: motivation towards online
shopping’, BVIMSR’s Journal of Management Research, Vol. 8, No. 1, pp.31–36.
Misra, V. and Mishra, K. (2014) ‘Acceptability of e-commerce among Indian consumers’,
International Journal of Entrepreneurship and Development Studies, Vol. 2, No. 1, pp.1–9.
Prasad, C.J. and Aryasri, A.R. (2009) ‘Determinants of shopper behavior in e-tailing: an empirical
analysis’, Paradigm, Vol. 13, No. 1, pp.73–83.
Raman, P. (2014) ‘Factors influencing women consumers’ buying behaviour towards online
shopping in India’, Journal of Contemporary Management Research, Vol. 8, No. 2, pp.23–56.
Ramtohul, P., Khan, N.M. and Hosenally, M. (2014) ‘Factors influencing online shopping in
mauritius: an application of principal component analysis and binary logistic regression’,
Journal of Social Sciences, Vol. 10, No. 4, pp.179–184.
San Lim, Y., Heng, P.C., Ng, T.H. and Cheah, C.S. (2016) ‘Customers’ online website satisfaction
in online apparel purchase: a study of Generation Y in Malaysia’, Asia Pacific Management
Review, Vol. 21, No. 2, pp.74–78.
Sen, A. and Srivastava, M. (2012) Regression Analysis: Theory, Methods, and Applications,
Springer Science & Business Media, New York.
Sen, R.A. (2014) ‘Online shopping: a study of the factors influencing online purchase of products
in Kolkata’, International Journal of Management and Commerce Innovations, Vol. 2, No. 1,
pp.44–52.
Tariq, A.N. and Eddaoudi, B. (2009) ‘Assessing the effect of trust and security factors on
consumers’ willingness for online shopping among the urban Moroccans’, International
Journal of Business and Management Science, Vol. 2, No. 1, pp.17–32.
Thamizhvanan, A. and Xavier, M.J. (2013) ‘Determinants of customers’ online purchase intention:
an empirical study in India’, Journal of Indian Business Research, Vol. 5, No. 1, pp.17–32.
Walsh, G. and Brylla, D. (2016) ‘Do product returns hurt relational outcomes? Some evidence from
online retailing’, Electronic Markets, Vol. 27, No. 4, pp.1–11.
View publication stats

Consumer Behaviour and Online Shopping: The Study of Online Shopping Adoption (With Reference To Lucknow City)

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Behaviour and Online Shopping: The Study of Online Shopping Adoption (With Reference To Lucknow City)

Uploaded by

Copyright:

Available Formats

See discussions, stats, and author profiles for this publication at: https://www.researchgate.

Consumer behaviour and online shopping: the study of online shopping

Article in International Journal of Public Sector Performance Management · January 2019

Anubha Vashisht Vaibhav Misra

retail, online View project

Advertising and Online Shopping: Attitude of Generation Y Consumers View project

The user has requested enhancement of the downloaded file.

Consumer behaviour and online shopping: the study

Keywords: online shopping; online shopping behaviour; information search;

Reference to this paper should be made as follows: Misra, V. and Vashisht, A.

Biographical notes: Vaibhav Misra is associated as Research Scholar with

Copyright © 2019 Inderscience Enterprises Ltd.

Professional. He contributed research papers in various national and

Anubha Vashisht is working as a Professor and the Deputy Director at

This paper is a revised and expanded version of a paper entitled ‘Consumer

1.1 About India

1.2 Scope of the study

3 Objectives for the study

4.1 Profile of respondents

4.2 Identification of population and sample

4.3 Area selected for sampling

4.4 Sample size

4.5 Data collection method

4.6 Construction of data collection instrument

4.7 Statistics used

5 Data analysis and results

Table 1 Online shopping adoption factors

S.N. Factor Frequency Percent

Table 3 Variables entered/removeda,b

Model Variables entered Variables removed Method

Table 4 Model summary

Model Sum of squares df Mean square F Sig.

Table 5 ANOVA (continued)

Model Sum of squares df Mean square F Sig.

Table 6 Coefficients (continued)

Table 6 Coefficients (continued)

Factor Have you ever purchased product online Sig.

6 Discussion and conclusions

We found 18 factors of online shopping adoption by reviewing literature. We conducted

7 Practical applicability of the study

9 Limitations of the study

View publication stats

You might also like