Determinants of online shopping behaviour in India
Hemanti Richa1, Shaili Vadera2

1Hemanti Richa, Research Scholar at Amity Business School, Amity University, Lucknow.
2Dr. Shaili Vadera, Assistant Professor at Amity Business School, Amity University, Lucknow.

Manuscript received on 6 August 2019. | Revised Manuscript received on 14 August 2019. | Manuscript published on 30 September 2019. | PP: 3946-3950 | Volume-8 Issue-3 September 2019 | Retrieval Number: C5303098319/2019©BEIESP | DOI: 10.35940/ijrte.C5303.098319
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Abstract: With low-cost smartphones and affordable data packages Internet penetration is rapidly growing in India. The research identifies the salient features of online customer behaviour in Indian context. An Exploratory factor analysis was conducted and identified determinants that govern consumer buying behaviour. Six factors emerge which were named utilitarian attributes, post purchase issues, Hedonic motives, freedom, intrusion and convenience. These factors are consistent with the global studies, but freedom emerges as a new factor in Indian context. Given the fabric of Indian society making independent choice & freedom of choice is a significant issue, which online shopping portals can use in their marketing strategy.
Keywords: Online Purchase Intention, Consumer Behaviour, Utilitarian Attributes, Post Purchase Behaviour

Scope of the Article:
Behaviour of Structures