Factor’s Persuading ‘Online Shopping’ Behaviour in Mauritius: Towards Structural Equation Modelling

Abstract

Recent years, the idea of shopping online has become a necessity than a luxury. The singularities of online shopping are budding considerably. The players of this inclination show that there is still a huge possible demand for these shopping trends. There are many contributing factors that are influencing these behaviours. This study intends to scrutinize the contributing factors that are persuading the customers and consumers to opt for online shopping in Mauritius. The sample size is from the respondents having exposure to online shopping or e-stores. The primary data collected through survey with the help of well-designed questionnaire (5-point Likert scale), with SERVQUAL, CDMM and OSAM models. The data is analysed to test the hypothesis and model fit using AMOS. From the findings and conclusion of this study, it is understood that there is a significant influence of personality traits (SERVQUAL), Internet knowledge, purchase intention and experience, followed by post-purchase satisfaction (OSAM, CDMM). The contribution of this study for corporate academics and existing literature is very stimulating for further research, being first and pioneer in Mauritius.