Literature review on online shopping behavior of females

In the era of technological advancement, the growth of E-commerce is low in the developing countries like India. But out of the populations of 1 arab,4 carore internet users are there which contributes only 34.4% population penetration towards online usage (June 2017 Data www.internetworldsstats). The growth is still below the expected level. In India, now a day's more females taking up jobs, which bring the changes in their shopping patterns. It can be seen that they are going for online purchase. Hence there is a need to understand their purchase intentions and consumer behavior of online purchase. The researcher has undertaken an empirical study to identify the antecedents and prominent factors which influence online shopping behavior of females. The researcher provides a support to the study by showing that today's females embryonic life styles, ideals, priorities, and host of other societal changes have given wider choices and priorities to females which needs to be researched in the context of India and specially Delhi and NCR. These researches are based on two important models: Theory of planned Behaviour and Technology Acceptance Model. An attempt has been made by the researcher to compile the different research studies done in this area, so that it can be of help to online marketers in India to recognize the factors influencing Indian female consumers’ perception to buy online. Based on the review of literature in this area a theoretical model has been made as follows which will be validated and prove to be a correct theoretical model based on literature review. After finalizing a proposed theoretical model the various research studies, which have identified the different constructs have been reviewed through various articles found in journals, reports, webinars collected through various online databases like elsevier, emerald, science direct, IEEE and the like. The various constructs used in the proposed model are researched as follows: