Motivators and decisional influencers of online shopping Online publication date: Fri, 02-Apr-2010
by Bikramjit Rishi
International Journal of Business Innovation and Research (IJBIR), Vol. 4, No. 3, 2010
Abstract: Online shopping is an innovative option of distribution available in the hands of marketers. It is innovative and creative because marketers can experiment with it in form, content, visibility and availability. In India online shopping is considered as a relevant alternative channel for retailing and it is now an important part of the retail experience. This research study is an empirical study to find out the motivators and decisional influencers of online shopping. The sample has been selected from the youth population as this group of people actually use internet to buy online. The study highlights that reliability, accessibility and convenience are the major motivator factors which motivate the Indian consumer to buy online. Similarly, reluctance and preference are the two decisional factors which influence the decision of the consumer to buy online or offline. It is recommended that marketers must give a thought to these factors when they design their online strategy.
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