Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective
As per the ASSOCHAM-Resurgent survey (2016), around 70 million people in India shopped for something online, and this number is expected to cross 100 million by 2017. This fact clearly reverberates the fact that Indian e-commerce has come a long way. The objective of this paper is to analyse the fac...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2018-01-01
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| Series: | Cogent Arts & Humanities |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311983.2018.1495043 |
| _version_ | 1819205860865343488 |
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| author | Shekhar Singh Sandeep Srivastava |
| author_facet | Shekhar Singh Sandeep Srivastava |
| author_sort | Shekhar Singh |
| collection | DOAJ |
| description | As per the ASSOCHAM-Resurgent survey (2016), around 70 million people in India shopped for something online, and this number is expected to cross 100 million by 2017. This fact clearly reverberates the fact that Indian e-commerce has come a long way. The objective of this paper is to analyse the factors that influence online shopping behaviour of existing online shoppers of India, with a focus on driving continued usage. The study also examines product-specific purchase behaviour of online consumers through a multi-group moderation analysis conducted for electronics and fashion goods. A comprehensive research model was proposed, integrating relevant constructs from existing literature. The model was, then, empirically tested using structural equation modelling on primary data collected through self-administered survey. Data was collected from 344 online shoppers with prior shopping experience. The results showed that perceived usefulness and perceived risk were the top two significant predictors of online purchase intention for Indian consumers. Based on multi-group moderation analysis findings, the study advocated e-commerce companies to build product-specific strategies as different product characteristics require different channel capabilities to enhance the online shopping experience. |
| first_indexed | 2024-12-23T04:58:25Z |
| format | Article |
| id | doaj.art-5f954ef21dff4aa4b4326d0964260abd |
| institution | Directory Open Access Journal |
| issn | 2331-1983 |
| language | English |
| last_indexed | 2024-12-23T04:58:25Z |
| publishDate | 2018-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Arts & Humanities |
| spelling | doaj.art-5f954ef21dff4aa4b4326d0964260abd2022-12-21T17:59:17ZengTaylor & Francis GroupCogent Arts & Humanities2331-19832018-01-015110.1080/23311983.2018.14950431495043Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspectiveShekhar Singh0Sandeep Srivastava1Jaypee University of Engineering and TechnologyJaypee University of Engineering and TechnologyAs per the ASSOCHAM-Resurgent survey (2016), around 70 million people in India shopped for something online, and this number is expected to cross 100 million by 2017. This fact clearly reverberates the fact that Indian e-commerce has come a long way. The objective of this paper is to analyse the factors that influence online shopping behaviour of existing online shoppers of India, with a focus on driving continued usage. The study also examines product-specific purchase behaviour of online consumers through a multi-group moderation analysis conducted for electronics and fashion goods. A comprehensive research model was proposed, integrating relevant constructs from existing literature. The model was, then, empirically tested using structural equation modelling on primary data collected through self-administered survey. Data was collected from 344 online shoppers with prior shopping experience. The results showed that perceived usefulness and perceived risk were the top two significant predictors of online purchase intention for Indian consumers. Based on multi-group moderation analysis findings, the study advocated e-commerce companies to build product-specific strategies as different product characteristics require different channel capabilities to enhance the online shopping experience.http://dx.doi.org/10.1080/23311983.2018.1495043electronic commercemoderation effectonline shoppingproduct typeelectronicsfashion |
| spellingShingle | Shekhar Singh Sandeep Srivastava Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective Cogent Arts & Humanities electronic commerce moderation effect online shopping product type electronics fashion |
| title | Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective |
| title_full | Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective |
| title_fullStr | Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective |
| title_full_unstemmed | Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective |
| title_short | Moderating effect of product type on online shopping behaviour and purchase intention: An Indian perspective |
| title_sort | moderating effect of product type on online shopping behaviour and purchase intention an indian perspective |
| topic | electronic commerce moderation effect online shopping product type electronics fashion |
| url | http://dx.doi.org/10.1080/23311983.2018.1495043 |
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