Demographics Variables and Its Impact on the Factors Affecting the Women Consumers’ Online Repeat Purchase Intention in India: An Empirical Study

With the growing importance of the e-commerce industry in India, it is critical for the online vendors and marketers to recognise the factors affecting the online female consumers’ repeat purchase intention and identify the effects of female demographic characteristics on online shopping. This paper is an attempt to determine the determinants of online repeat purchase intention in the Indian situation. The study has identified factors like product, risk, convenience, trust, social influence, satisfaction, price, customer services, promotions and enjoyment that affect the online female consumers’ repeat purchase intention. It has also identified the demographic factors like age, education and income; they are equally affected. Campaigns or strategies related to retaining customers and enticing repurchase behaviour should be aimed at a very micro level rather than only on the factors affecting online shopping. The study has amalgamated the factors affecting female online shoppers and the female demographics to evaluate the repurchase intention. A total of 10 factors affecting the online shopping have been considered along with the three demographic variables.