FINAL DISSERTATION

TITLE
A STUDY ON THE FACTORS THAT AFFECT
ATTITUDE TOWARD A RETAIL WEB SITE

OBJECTIVES

To study the factors that affect attitude toward a

retail website.

SIGNIFICANCE

Research study is conducted with an objective to

understand which factors influence a customer to do
online shopping. A structured questionnaire was
developed to collect the required primary data from the
consumers. Collected data was analyzed, correlation was
determined using regression and analyzed using SEM with
the help of Warp PLS.

VARIABLES

Independent Variables- Web characteristics,

Ease of use, Product information, Entertainment,
Trust, Customer support, Currency

Moderating Variables: Product involvement

Dependent Variables: Consumer attitude toward

a retail website.

RESEARCH MODEL

Ease of use

Ease of useis the short way of stating the goal of

usability testing. When a typical visitor (that is, someone
who is not particularly gifted at using the Internet) can
come to your site and find all of the necessary features
quickly and without undue effort, your site has good
ease of use.

Product Information

The product information is to be regarded as a

document which contains information sufficient to
ensure safe and effective use of the drug under nearly
all circumstances. It is to present a scientific, objective
account of the drug's usefulness and limitations as
shown by the data supporting the application. It is to be
devoid of promotional material.

Customer support

Customer supportis a range ofcustomer

servicesto assist customers in making cost
effective and correct use of a product.It includes
assistance in planning, installation, training,
troubleshooting, maintenance, upgrading, and
disposal of a product.

Trust

Trust can serve as a mechanism for reducing uncertainty

or mitigating the sources of uncertainty.

Entertainment:

Entertainment involves all web site elements that

promote enjoyment while using a site. These include
sensory and hedonic stimuli, like color, music , action
and interactivity.

Product involvement:

The level of aconsumer'sinterestin purchasing a

certainproduct typeand how committed they are to
purchasing a givenbrand. Product involvement by
consumers tends to be greater forgoods that have a
highercostand
areboughtafter
considerableresearchand thought such as cars
andcomputers.

Customer Attitude:

A predisposition or a tendency to respond positively or

negatively towards a certain idea,object,person, or
situation. Attitude influence an
individualschoiceofaction, andresponsesto
challenges,incentives,
andrewards(togethercalledstimuli).

HYPOTHESIS

Hypothesis

H1: Favourable consumer attitude towards a retail

website is strengthened by website characteristics.

H2: Product involvement moderates the impact of

consumers favourable attitude towards a retail
website via the website factors.

RESEARCH METHODOLOGY

Research Design:

Nature of Study: Descriptive

Sample Size: 200

Sampling Technique: Convenience Sampling

Tools Used for Data Collection: Survey method using

questionnaire

ANALYSIS

Multiple Regression
Analysis
Coefficientsa

Standardized
Unstandardized Coefficients
Model
1

Coefficients

Std. Error

Beta

(Constant)

2.904

1.204

Ease Of Use

.268

.139

Product Information

.560

Entertainment

Sig.
2.412

.017

.109

1.929

.055

.126

.304

4.438

.000

.089

.068

.077

1.309

.192

Trust

.364

.111

.222

3.282

.001

Customer Support

.365

.145

.184

2.513

.013

Currency

.121

.125

.067

.968

.334

a. Dependent Variable: Website Attitude

Interpretation

Web site attitude= 2.904+.268*ease of use +.560*product

information+.089*entertainment+.364*rust+.365*custome
r support+.121*currency.

Since the p value is more than 0.05 for entertainment

and currency are no significant.

PLS MODEL

P VALUE

TI

Pr.ease

Pr.pro

of use

info

0.162

<0.001

Pr. Ent

0.276

Pr.trust

<0.001

Pr.cus

Pr.curren

sup

cy

0.169

0.127

The p value below 0.05 can be accepted as significant

relationship among the 6 characteristics of web based on this
model , product involvement * information, pr. Involvement* trust
are significant.

Path coefficient

The table shows the path coefficient values for the

variables.

TI

Pr. Ease Pr.pro

of use

info

-0.079

0.328

Pr. Ent

Pr.trust

Pr.cus sup

Pr.curren
cy

-0.047

0.340

-0.076

0.091

The a values shows that pr.ease of use.pr. Entertainment, pr.

Customer support are negatively correlated while pr.pro. info ,
pr.trust , pr.currency is positively correlated to product
involvement.
R squared coefficient
The higher the r squared coefficient the better is the explanatory
power of the predictors of the latent variable in the model
especially the predictors is small. Independent variables has an
affect of 40%, rest 60% is on various other factors.

FINDINGS

First hypothesis states favourable consumer attitude toward a retail website

is strengthened by ease of use, product information, trust, and customer
support. Entertainment & currency .Out of this entertainment and currency
are insignificant are not significant

Product information is significant because its a positive add on, especially

to the experienced online shoppers when they are comparing brands,
checking the latest product specifications or reviewing and evaluating the
product.

Ease of use is one of the most significant variable to a online retail industry
because it attracts lo of new users .Also reduces the effort as well as time of
users by standardizing.

Trust is an important determinant of attitude o a retail website because it

helps to increase the credibility in the mindset of customers which will
attract them to be loyal.

Customer support also plays an important role while purchasing from online.

The second hypothesis states that product

involvement moderates the impact of the six website
factors on consumer fvaroble attitude towards a retail
website. In my study out of the six factors only two
are significant ie, product information and trust are
insignificant.

High product involment people actually choosen

products information and trust than any other
variable.

Out of many online retail websites study says flip kart

has he maximum users

Thank you!!