Online buying behavior: A cross country study between India and Taiwan

Online buying has made shopping very interesting, convenient and time saving in today's modern world. However, a lot of differences have been found in online buying behavior of the customers among different developing as well as developed countries. The present research studied about this difference in online buying behavior by comparing the customers (students) from a developed country (Taiwan) and a developing country (India); and revealed the factors responsible for the same. For this, the data was collected in the form of a questionnaire prepared on the basis of a newly developed model based on the previous theories regarding the behavior towards online buying. Based on the empirical analysis of the collected data, it was found that the Indian customers preferred online shopping to save their time and were more attracted by promotional offers. On the other hand, Trust and shopping convenience were found to be the important drivers for online buying among Taiwanese customers. The findings of the research will be beneficial in the advancement of understanding the buying intentions of the customer's especially young generation which will be helpful for the online business makers in near future to make their business more appealing and attractive for their target customers in both developing and developed countries.