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Abstract
This research papermainly tries to identify the factors influencing purchase decision of online shoppers and factors which need to be improved by e-commerce websites. It also aims at studying the reasons given by consumers for refraining from online shopping. A quantitative research was carried out on a sample of 160 respondents and their responses were analysed using factor analysis. The results of the survey analysis revealed that purchase decision factors for online shoppers were convenience& benefits of online shopping, website features & services, and promotional activities done by websites. The factors which need to be improved by e-commerce websites were display of products & services by websites, after sales service and logistics. Consumers avoided online shopping due to risks associated with online shopping, no trust on e-commerce websites and costly products. Implications of this research can be used by e-commerce websites to understand online shopping behaviour of consumers.
Key Words : Online Shopping, E-Commerce, Quantitative Research, Behaviour, Purchase, Factors, Sample
Introduction
Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the Internet using a web browser. Online shopping has grown in popularity over the years, mainly because people find it convenient and easy to shop from the comfort of their home or office. The consumer, in case of online shopping can buy the selected product rapidly by doing some clicks from home or work saving time and energy. Due to increased internet penetration, digitisation and modernisation, a large number of consumers are now turning to the internet to shop for even the most basic commodities. An increasing number of young men and women are also spending more time online, which has led to thclaunch of online shopping portals for various categories like apparels, home appliances, kitchen, jewellery, home décor, furniture, etc.
According to the survey by industry body Assocham, India has Internet base of around 150 million as of August, 2013. India's e-commerce market, which stood at $2.5 billion in 2009, reached $8.5 billion in 2012 and rose 88 per cent to touch $16 billion in 2013. The survey estimates the country's e-commcrce market to reach $56 billion by 2023, driven by rising online retail. Transformation in the trends...