1Applied Mathematics & Humanities Department, Sardar Vallabhbhai National Institute of Technology (SVNIT) (NIT - Surat), Gujarat, India
2Applied Mathematics & Humanities DepartmentSardar Vallabhbhai National Institute of Technology (SVNIT), (NIT, - Surat), Gujarat, India
*Author correspondence: Pratiksinh S. Vaghela, Applied Mathematics & Humanities Department, Sardar Vallabhbhai National Institute of Technology (SVNIT) (NIT - Surat), Gujarat, India
Online published on 26 March, 2021.
E-commerce is offering ample opportunities for the business to grow. It provides a convenient platform for the consumer to purchase products and service online. Retailers must understand how consumers are adopting and using an online channel for the purchase decision. Further consumer electronic products are highly purchased through online mode compare to any other product category. The research identifies the drives of online shopping intention in the Indian context. The Exploratory Factor Analysis conducted to identify the underline factors that determine the online shopping intention towards Consumer Electronics products. The data were collected from college students (n=274) through a structured questionnaire and analyzed using statistical software SPSS. The results show that Perceived Usefulness, Perceived Ease of Use, Perceived Behavioral Control, Service Quality, Trust, Perceived Risk, and Subjective Norms are the leading factors that influence online shopping intention towards Consumer Electronics products. The findings provide significant guidelines for online retailers for the development of better customer acquisition strategies.
Online shopping, Purchase Intention, Consumer Electronics, Consumer Behavior, Factor Analysis
