Online Shopping Trends among Students: A Conjoint Analysis
Keywords:
Online shopping, Shopping orientation, Mode of payment, product category, discounts, Books and stationery, Cosmetics and accessories, Clothing, Electronics, Conjoint AnalysisAbstract
Online shopping is certainly catching on in India, traditional brick and mortar stores are also getting the hand of doing business online because of mushrooming internet penetration. The study has employed conjoint analysis to know the different attributes of shopping orientation, mode of payment, discounts, and type of products preferred by respondents while shopping online. A total of 40 students of Punjabi University Patiala were taken as respondents using convenience sampling technique. The results of the study indicated that the respondents prefer cash on delivery (COD) mode of payment overpayment through net banking/debit/credit card. Also among the products category students are more likely to buy books and stationery online rather than Cosmetics and Accessories, clothing and electronics goods. The study also indicated that respondents’ online shopping behavior is also affected by the discounts offered. So basically an attempt has been made by the researcher to throw light on attitudes and trends of buying online by the students of Punjabi University Patiala.
References
Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), 17-26.
Nik Mat, N. K., Ahmad, M., & Salwani, S. (2005). Determinants of online shopping intention.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10), 1160-1166.
Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16-29.
Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of business research, 57(7), 748-757.
Senecal, S., Kalczynski, P. J., & Nantel, J. (2005). Consumers' decision-making process and their online shopping behavior: a clickstream analysis. Journal of Business Research, 58(11), 1599-1608.
Vellido, A., Lisboa, P. J., & Meehan, K. (2000). Quantitative characterization and prediction of on-line purchasing behavior: A latent variable approach. International Journal of Electronic Commerce, 4(4), 83-104.
Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, Control, and Fun. California Management Review, 43(2), 34-55.
Yang, B., Lester, D., & James, S. (2006). Attitudes toward buying online as predictors of shopping online for British and American respondents. Cyber Psychology & Behavior, 10(2), 198-203.
