Online published on 28 February, 2020.
Scientific revolutions and technological advancements have always influenced the modalities, patterns and processes of doing business, trade and human lives. These continuous improvements in the field of information technology (IT), growth of the internet and various other related areas have radically changed the way individuals and businesses obtain information, communicate and share. This boom has resulted in the ‘Digital Devine’. The second coming of the e-commerce era, after the bubble burst in 2000, has witnessed the ever-increasing internet penetration, massive e-commerce adoption and trending customer base. Such unprecedented growth resulted in high inflow of capital investments through venture capitals, mergers and acquisitions. Many domestic and some of the leading foreign players have entered into the Indian e-tailing industry.
The findings of this research was really fascinating and filled with insights; empirically segregating the facts from the myths. Significant relationship was found between geographic location, computer proficiency, internet proficiency, time spent on the internet by the respondents with the products and services purchased online. Significant relationship wasfoundbetweenthe age of the respondents with their online shopping requirement and the products and services purchased online. Significant relationship was found between the gender of the respondents with their need for purchasing online. Significant relationship was found between the age, educational qualification, occupation, income, internet proficiency, utilitarian factors with the respondent's online purchase behaviour. Significant relationship was found between the ICT infrastructure setup, exciting and appealing elements of the website, and importantqualities of the websitewiththe online purchase experienceof the respondents. Most of the respondents were largely found to be satisfied with their online purchase experience so far.
This study provides a comprehensive understanding about the online consumer behaviour, their purchase intentions and expectations with respect to specific product category purchased. Retailers, travel suppliers, financial analysts, credit card issuers, publishers and manufacturers etc. require visibility into online retail sales and the latest trends. This research provides a comprehensive view of consumers’ online shopping and spending behaviour in India. It can certainly be help the managers, marketers, practitioners and the potential entrepreneurs who are either pushing hard to crack the fortune or mark their presence in the field of online retailing in India.
Thisstudyencompassestremendousscope for further research. Futureresearchcan bedone to improve the generalizability of the research by recruiting large Internet survey panels meeting strictdemographic criteria. This research does not include how the customers’ psychographic and cultural orientation influences the antecedents of trust in online shopping. The effect of factors such as the reputation of the vendor and vendor size on the purchase intention of the customer were not also substantiated in this research. These could be some possible extension for future research.
