Role of E-convenience in diffusion of E-shopping: A study in Haryana

The e-commerce market is growing very speedy & it is expected to reach $56 billion by 2023. That's why the sector becomes very important for study. India has more than 100 million internet users out of which one half opts for online purchases and the number is raising sharply every year. There is a tremendous increase in e-shoppers in last few decades. They are growing very fast as compared to Internet users, indicating that more Internet users are becoming comfortable to shop online. Online retail is the fastest growing channel globally. Online retail is growing very fast in India also. The Indian e-commerce industry has been on an upward growth trajectory and is expected to become the second largest e-commerce market in the world by 2034. Limited studies have been done on the role of e-convenience in the diffusion of e-shopping.

In this study, we will access the relationship of e-convenience with the diffusion of e-shopping i.e what e-convenience play role in the diffusion of e-shopping. Analysis revealed that there is a significant effect of e-convenience on the diffusion of e-shopping. All e-convenience factors are positively correlated with e-shopping diffusion factors except for complexity.