Assistant Professor, Ravenshaw University
Online published on 31 March, 2016.
The growing trend in online shopping has led to the consideration of this paper which aims to explore the role of individual income as a predictor of internet consumer shopping behavior.
This study is descriptive in nature with a primary survey of customers belonging to different individual income levels. It has respondents with no income to above 8 lakhs individual income per annum. It investigates the influence on income as a demographic factor on shopping experiences of users of the major shopping websites of India.
The research results reveal the following issues: first, level of income doesn't have an effect on online shopping for necessary items like computer accessories.; second, customers of all income level shopped mostly during discounts and offers; third, cash on delivery and convenience of delivery of the product at doorstep were motivating factors for e-shoppers; and fourth website service quality can positively influence customer shopping rates e-satisfaction and e-loyalty.
This paper studies the gap in literature on predictor of individual income on online shopping trend. It further draws on the research domino effects for implications for shopping website management and design, then suggests some ways to enhance performance for the website shopping industry.
