Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan
The growing use of social media is changing the consumer buying behavior across countries and regions. However, consumers in a developing region like Rajasthan are generally described as risk reluctant and hence the impact of social media on consumer online buying behavior is a pertinent topic of i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2016-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/3039 |
| _version_ | 1797917366264266752 |
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| author | Sumit Chaturvedi Sachin Gupta Devendra Singh Hada |
| author_facet | Sumit Chaturvedi Sachin Gupta Devendra Singh Hada |
| author_sort | Sumit Chaturvedi |
| collection | DOAJ |
| description |
The growing use of social media is changing the consumer buying behavior across countries and regions. However, consumers in a developing region like Rajasthan are generally described as risk reluctant and hence the impact of social media on consumer online buying behavior is a pertinent topic of interest to marketers and researchers. Evidence of empirical research in this area is very limited. This research paper attempts to study the purchase behavior of consumers who buy apparels through the e commerce system of social media by examining a random sample of 404 consumers from Rajasthan. Factors driving consumers to purchase online apparels through e commerce in social media included Information Seeking, Perceived Risk, and Trust. The empirical research findings through an SPSS 22 analysis suggest that there is a moderate to significant effect of social media on online apparel buying behavior in Rajasthan, with trust being the most significantly affected element followed by perceived risk and information seeking behavior.
Keywords: Social Media Buying Behavior; Apparels Retail Market; Information Seeking; Perceived Risk; Trust
JEL Classifications: M30; M31; M37
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| first_indexed | 2024-04-10T13:12:11Z |
| format | Article |
| id | doaj.art-0fd6225ae8044b60a275af546adfb1a3 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T13:12:11Z |
| publishDate | 2016-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-0fd6225ae8044b60a275af546adfb1a32023-02-15T16:12:33ZengEconJournalsInternational Review of Management and Marketing2146-44052016-10-0164Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of RajasthanSumit Chaturvedi0Sachin Gupta1Devendra Singh Hada2JECRC UniversitySchool of Management Studies, JECRC UniversityKautilya Institute of Technology and Engineering & School of Management, Jaipur, Rajasthan, India The growing use of social media is changing the consumer buying behavior across countries and regions. However, consumers in a developing region like Rajasthan are generally described as risk reluctant and hence the impact of social media on consumer online buying behavior is a pertinent topic of interest to marketers and researchers. Evidence of empirical research in this area is very limited. This research paper attempts to study the purchase behavior of consumers who buy apparels through the e commerce system of social media by examining a random sample of 404 consumers from Rajasthan. Factors driving consumers to purchase online apparels through e commerce in social media included Information Seeking, Perceived Risk, and Trust. The empirical research findings through an SPSS 22 analysis suggest that there is a moderate to significant effect of social media on online apparel buying behavior in Rajasthan, with trust being the most significantly affected element followed by perceived risk and information seeking behavior. Keywords: Social Media Buying Behavior; Apparels Retail Market; Information Seeking; Perceived Risk; Trust JEL Classifications: M30; M31; M37 https://econjournals.com/index.php/irmm/article/view/3039 |
| spellingShingle | Sumit Chaturvedi Sachin Gupta Devendra Singh Hada Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan International Review of Management and Marketing |
| title | Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan |
| title_full | Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan |
| title_fullStr | Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan |
| title_full_unstemmed | Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan |
| title_short | Perceived Risk, Trust and Information Seeking Behavior as Antecedents of Online Apparel Buying Behavior in India: An Exploratory Study in Context of Rajasthan |
| title_sort | perceived risk trust and information seeking behavior as antecedents of online apparel buying behavior in india an exploratory study in context of rajasthan |
| url | https://econjournals.com/index.php/irmm/article/view/3039 |
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