Title: Which are online shopping determinants? Analysing ease and convenience to use, prior shopping experience, online benefits, social influence in India

Authors: Navneet Gera; Davide Di Fatta; Rinki Garg; Shivani Malik

Addresses: Bharati Vidyapeeth Institute of Management and Research (BVIMR), A-4 Paschim Vihar (Rohtak Road), New Delhi, 110063, India ' SEAS Department, Faculty of Economics, University of Palermo, Viale Delle Scienze, Edificio 13, Palermo, Italy ' RepIndia, New Delhi, India ' IndiaMART, New Delhi, India

Abstract: Online shopping is growing day by day with the help of technology and customer support. Provided that India is the second largest country in terms of internet users, the purpose of the study is to examine online shopping determinants. This topic is original and up to date not only from the academic point of view, but also from the practical one. Indeed, to attract internet users to the online shopping, retailers need to understand the drivers of such phenomenon. In order to reach the goal, primary data was collected through a questionnaire survey wherein judgemental sampling method has been used. Then an exploratory factor analysis was performed. Results highlight that 'ease of use and convenience' is the most relevant factor for online shopping since it represents 32% of total variance. This study not only will help online shopping business man to formulate their strategies, but also will add value to theoretical research field.

Keywords: online shopping; online consumer behaviour; ease of use; convenience; exploratory factor analysis; EFA; India.

DOI: 10.1504/IJEMR.2021.112251

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.1, pp.19 - 35

Received: 06 Jul 2018
Accepted: 01 Dec 2018

Published online: 06 Jan 2021 *

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