Determinants of Factors of Consumer Purchase Intention Towards Online and its Influence on Gender: An E-Tailing Perspective
Keywords:
online, e-commerce, website, customer emotions, product, retailAbstract
India’s online retail market is definitely at a lower base than in the US or China, making up just 2 per cent of overall retail, but penetration is so low that the market is expected to grow at a higher pace for years to come. According to a report, out of the 390 million active Internet users in India, only 40 per cent (160 million) transacted online.Further more 33% of men and only 22% of women have access to internet. The prime purpose of the study is to identify the factors that influence the purchase behavior of the consumer towards the online shopping especially with reference to the gender as internet penetration is still low in India and there is a huge opportunity for e-commerce players as online shopping is in trend these days and almost all retailers have started to move to the e-tailing space, there was always a scope for study, especially in India, to analyze the reasons for this level of customer’s interests and engagements in online shopping.This research was conducted using quantitative data for arriving at results. A sample size of 209 respondents located in the major cities of India, basically belonging to working class groups has been taken. The responses were recorded via questionnaire, with valid questions relating to the objectives. SPSS has been used to analyze and validate the results. Few key factors like Customer Emotions, Product Characteristics, Privileges, Website Experience, Physical Hassles, Security & Consistency emerged as crucial for motivating customers to shop online. However genders do not differ significantly on their buying patterns, behaviors and purchase intentions toward online shopping.
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