Determinants of online shopping behaviour in india

Abstract

With low-cost smartphones and affordable data packages Internet penetration is rapidly growing in India. The research identifies the salient features of online customer behaviour in Indian context. An Exploratory factor analysis was conducted and identified determinants that govern consumer buying behaviour. Six factors emerge which were named utilitarian attributes, post purchase issues, Hedonic motives, freedom, intrusion and convenience. These factors are consistent with the global studies, but freedom emerges as a new factor in Indian context. Given the fabric of Indian society making independent choice & freedom of choice is a significant issue, which online shopping portals can use in their marketing strategy.