1Research Scholar, Department of Studies in Commerce, University of Mysore, Mysore – 57000
2Former Professor of Commerce, DOS in Commerce, University of Mysore, Mysore – 570 006
Online published on 9 April, 2015.
The much-hyped marketing revolution of the twenty-first millennium is Internet shopping, also called online shopping, web-shopping or e-shopping, which is characterized by the absence of a physical store and a presence of a website as a virtual store. Through Internet, a customer may shop any time in any corner of the world not only for purchase information, but also an actual purchase. Both marketers and customers see it as a market revolution, because such shopping is facilitated through information technology. However, this technology-based shopping essentially requires technology acceptance by the customers by believing in it. Such a belief is encoded in attitude. The present empirical study investigates the attitude towards online shopping based on the perceptions of 647 respondents selected from Bangalore City through snow balling technique. The study finds that customers (i) are very highly computer and Internet literates and they have high technology acceptance; (ii) have higher levels of motives for online shopping with hedonic motives influencing more than cognitive motives; and (iii) moderate post-purchase behavior in terms of behavioral intentions and confirming the expectations. The major hurdle in perceiving a positive attitude towards online shopping has been the problem of trust. However, the study finds that there exists a moderate level of positive attitude towards online shopping.
Online Shopping, Technology Acceptance, Intentions, and Trust
