Exploring impact of product and consumer characteristics of e-commerece adoption

Online stores have made it simple to draw new clients in and strengthen relations with existing customers. Online stores are very cost-effective solutions that help companies to reduce operational and advertising expenses. The online shoppers in India have evolved and are actively seeking to include their digital interactions into daily activities. The current study was conducted to further understand how the perceived usefulness and perceived ease of use, trust, consumer's intention and actual behavior affect the online shopping. It focused on examining influence of consumer characteristics (viz., shopping orientation such as utilitarian, hedonic, convenience and perceived benefits such as wider selection, price, and customer service). The results of the study have clearly declared that consumer purchased more of ‘frequently purchased product’ through internet as compared to expensive products. Consumers preferred services more than products. Further the study has found a high positive correlation between customer service and attitude and high negative correlation between wider selection and customer service.