Title: Online shopping experience in India: an examination of consumers world

Authors: Maani Dutt; Anurupa B. Singh; Ambrish Joshi

Addresses: Amity Business School, Amity University, Noida, India ' Amity Business School, Amity University, Noida, India ' Genpact, Pharmaceutical and Healthcare – Commercial Analytics and Data Science, Plot No. 122, Whitefield Road, Bengaluru, Karnataka 560066, India

Abstract: In a gradually increasing competitive atmosphere, more examination is required by companies to understand determinants of the success of their online shopping in terms of website effectiveness, brand experience and their influence on building trust in the context of online footwear retailing. This paper analyses the relationship between e-service quality and effects of brand experience, role of website effectiveness, and their effect on trust. Online survey using a convenience sample capturing the above constructs was verified for validity and reliability prior to distribution. SEM multigroup analysis is done to test the hypothesized relations and the role of trust as a moderating variable. Most of the data being collected from Delhi/NCR, India. This study may help retailers in focussing on the areas to create trust towards the brand and online platform. The model would also help prevailing online retailers to tune their business conferring to the findings of research. Our model considers the role of brand experience together with online platform for the effective role of trust.

Keywords: e-commerce; electronic commerce; online shopping; trust; website; brand experience; e-service quality; India.

DOI: 10.1504/IJBEX.2020.108195

International Journal of Business Excellence, 2020 Vol.21 No.3, pp.378 - 393

Received: 20 Dec 2018
Accepted: 22 Jan 2019
Published online: 06 Jul 2020 *

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