Academic journal article Academy of Marketing Studies Journal

Factors Affecting Female Consumer's Online Buying Behavior

Academic journal article Academy of Marketing Studies Journal

Factors Affecting Female Consumer's Online Buying Behavior

Article excerpt


Factors Affecting Female Consumers' Online Buying Behaviour

Internet is redefining the shopping behaviour of people across the globe. It has become a hotbed of advertising, shopping and commercial activity (Rowley, 1998). People's daily life is influenced by internet more so as compared to past (Hsieh et al., 2013). Consumers are getting used to virtual experience from physical experience, adapting to online purchases. According to Lee and Zhang (2002) after e-mail usage, instant messaging and web browsing, online shopping is the third most popular internet activity. The process a customer takes to purchase a service or product over the internet is referred as online shopping (Jusoh & Ling, 2012) where a consumer buys from an online store from home at his/her convenience. Online shopping is growing in India (Suresh & Shashikala, 2011). According to the reports of IAMAI-KPMG1, the total number of Internet users in India (out of a total population of 1.25 billion) would reach 600 million by 2020. According to PricewaterhouseCoopers2 report, e-commerce sector in India has grown by 34% (CAGR) since 2009 and was expected to be in the range of USD 60-70 billion by 2019.

Extensive research on attracting and retaining consumers from a consumer-oriented or a technology-oriented view was triggered by the rapid growth of online shopping (Jarvenpaa & Todd, 1996). Examining consumers' prominent beliefs about online shopping, that may influence purchase channel selection is the focus of consumer-oriented view. Predicting consumer acceptance of online shopping by analysing technical specifications of an online store is the scope of technology-oriented view. Internet is being used as a channel of information and commerce in the rapidly growing online businesses.


Researchers have attempted to identify factors affecting Indian consumers' online purchase behaviour from various perspectives (Bhatnagar & Ghose 2004; Jarvenpaa & Todd, 1996; Vijaysarathy & Jones, 2000); purchase behaviour from consumer demographics (O'Keefe et al., 2000; Chau et al., 2002; Brown, Pope & Voges, 2003; Li, Kuo & Russell, 1999; Korgaonkar, Silverblatt & Becerra, 2004; Park, Lee & Ahn, 2004); cognitive and psychological characteristics (Huang, Schrank & Dubinsky, 2004; Novak, Hoffman & Yung, 2000; Wolfinbarger & Gilly, 2001; Xia, 2002); risk perceptions and benefits of online shopping (Jarvenpaa & Todd, 1996; Liang & Jin-Shiang, 1998; Jarvenpaa, Tractinsky & Vitale, 1999; Jarvenpaa & Tractinsky, 1999; Solomon, 1999; Bhatnagar & Ghose 2004a; Liao & Cheung, 2001; Featherman & Pavlou, 2003; Joines, Scherer & Scheufele, 2003; Featherman & Pavlou, 2003; Bhatnagar & Ghose 2004a; Bhatnagar & Ghose, 2004b; Garbarino & Strabilevitz, 2004; Huang, Schrank & Dubinsky, 2004; Kolsaker, Lee-Kelley & Choy, 2004; Park, Lee & Ahn, 2004; Pires, Stanton & Eckford, 2004); shopping motivation (Novak, Hoffman & Yung, 2000; Wolfinbarger & Gilly, 2001; Johnson et al., 2004) and orientation for shopping (Korgaonkar & Wolin, 1999; Donthu & Garcia, 1999; Li, Kuo & Russell, 1999; Swaminathan, LepkowskaWhite & Rao, 1999).

Several factors affect online buying decisions of consumers. Consumers' attitude and shopping intentions on the Internet are guided by a wide variety of situational factors, like geographical distance, lack of mobility, time pressure, attractiveness of alternatives and need for special items. Important attributes of online shopping are convenience and accessibility to most consumers (Wolfinbarger & Gilly, 2001). Online shopping decisions are also influenced by the type of product or service. Absence of aid and the lack of physical contact in shopping on the Internet is one factor that influences this suitability. The need to feel, touch, smell, or try the product, which is not possible when shopping online is another factor. …

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