Academic journal article International Journal of Marketing Studies

Influence of Product Types on Consumer's Attitude towards Online Shopping: An Empirical Study in the Indian Context

Academic journal article International Journal of Marketing Studies

Influence of Product Types on Consumer's Attitude towards Online Shopping: An Empirical Study in the Indian Context

Article excerpt

Abstract

The study empirically examined the product types of online shopping within a proposed model with respect to factors like personal internet awareness, product involvement, attitude and reason to shop online. Although prior research projects have examined the factors that impact the adoption of technology or Internet, there is limited empirical work in the Indian context which simultaneously captures the information on online shopping for different product types. The study found that product involvement, attitude and reason for online shopping varied with different product types.

Keywords: online shopping, internet shopping, internet awareness, product types, product involvement, reason to shop online, attitude towards online shopping

1. Introduction

The Internet has paved the way for the emergence and growth of electronic business (e-business). E-business is defined as the process of using electronic technology to perform business. One of the models of e-business matrix is Business to Consumer (B2C), which refers to online shopping (Internet shopping) for consumers. Online shopping in India has grown 128 percent in 2012-2013 compared to only 40 percent the previous year 2011-2012 according to Google Online Shopping Growth in India - 2013. Indians like the idea of shopping through the Internet as reported by Google India trends. From the reports of Google India trends in 2012, it has been stated that 2013 be a strong growth year for categories like apparels, accessories, baby products, home furnishings, and health nutrition. And this growth is expected to come from outside of the top eight metro cities in India (Google Online Shopping Growth in India - 2013).

A few years ago, consumers purchased clothes from malls, books from bookstores, traded stock through brokers. With the emergence of Internet and Online shopping, businesses are coming to our doorstep. A number of companies have successfully established an electronic outlet through online portals. Although previous research projects have examined the factors that impact the adoption of technology or Internet, there is limited empirical work in the Indian context which simultaneously captures information on online shopping for different product types.

1.1 Importance of the Study

Previous studies examined variables like personality traits, self efficacy, demographic profiles, technology awareness, perceived ease of use and acceptance of new Information Technology (IT) applications. In order to investigate consumer's attitude towards online shopping, we need to understand consumer characteristics. Attitude toward online shopping is defined as positive or negative feelings related to online shopping. In the Indian context there are very few researches on Online shopping with respect to product types.

The development of internet has facilitated online shopping. However, the participation in online shopping depends on different factors and product types marketed through internet.

Phau and Poon (2000) found that product type affects consumer decisions in selecting traditional or online shopping channels.

Liang and Huang (1998) expressed that in electronic markets, increased attention must be paid to understanding which products are suitable for marketing online. Particularly, they pointed that different product type's influence consumer online shopping acceptance.

Peterson, Balasubramanian, and Bronnenberg (1997) pointed that suitability for internet marketing depends on the characteristics of the products and services being marketed. Therefore, it is vital to consider the differences among product types to fully understand the influence of online shopping.

This is especially true in the context of consumers in Tier-II cities in India, where the consumers are less familiar with online shopping. Therefore the purpose of this study was to explore the influence of product types on consumer's attitude towards online shopping. …

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