The study empirically examined the product types of online shopping within a proposed model with respect to factors like personal internet awareness, product involvement, attitude and reason to shop online. Although prior research projects have examined the factors that impact the adoption of technology or Internet, there is limited empirical work in the Indian context which simultaneously captures the information on online shopping for different product types. The study found that product involvement, attitude and reason for online shopping varied with different product types.
K., H. (2013). Influence of Product Types on Consumer’s Attitude towards Online Shopping: An Empirical Study in the Indian Context. International Journal of Marketing Studies, 5(5). https://doi.org/10.5539/ijms.v5n5p41