Electronic retailing: A review of determinants of 'online shopping intentions' in India

Abstract

Background/Objectives: This research is conducted in order to understand the various determinants of 'online shopping' and 'online purchase intentions' of shoppers. Methods/Statistical Analysis: The paper adopts an in-depth literature review, with regard to the determinants of online purchase published since last 36 years. The reviews accommodate papers published on online shopping in both Indian as well as Global context. This also tries to capture how the determinants of online shopping in India are different from the global context. Findings: The outcomes of the paper revealed that, the electronic retailer must consider various determinants of online shopping like shopping orientation, trust, prior online purchase experience, ease of use, price, convenience, effortless shopping, perceived risk, privacy and security features to design their product offering for their customers. The findings of the research provide some insights for the electronic retailers to formulate and implement various strategies to increase their shopper base and bill size. Applications/ Improvements: Finally, the paper has presented a summary of the determinants of online purchasing both in Indian and global context to improve their online shopping intentions.