Antecedent of online buying behaviour: Consumer attitude towards online shopping in India

With the online market space growing at an astounding pace, e-commerce players are constantly exploring avenues to enhance the consumer experience and thereby capture this growing market. This study examined the buying behavior of the most significant contributor in this market place, ‘young college going online consumers’ in the context of the ease of use, the perceived risk and the usefulness of this mode of purchases. An empirical study on 854 respondents was conducted. Results show that this segment of the buyers is not concerned much with the perceived risk involved in online purchases. What appears to influence their buying decision is the reduced effort in buying online, meaning ease of use and the increased possibility of completing the task undertaken by the consumer, meaning usefulness. These findings may be useful for beginning a discourse on how players may work further on improving the online navigation experience for the young online consumers to achieve better and faster results.