Title: A RIDIT approach to evaluate factors influencing online shopping behaviour

Authors: Sabita Mahapatra; Sreekumar

Addresses: Indian Institute of Management, Pigdamber, Rau, Indore-453331, MP, India. ' Rourkela Institute of Management, Gapabandhunagar, Chhend, Rourkela-769015, Orissa, India

Abstract: Online shopping decisions are governed by consumer's level of exposure to internet and their preparedness and individual characteristic. There are a number of factors that influence what and why we buy. This paper attempts to weave both functional and psychological factors to understand their influence on online shopping behaviour. In this study an attempt is made to explore from the customer perspective some of the most important factors that influence online shopping behaviour using a RIDIT approach. In the present study, factors like trust, testing product quality or feature before purchase, exposure, easy reference/assistance in making purchase, product variety hard to find elsewhere, immediate need gratification, ease of navigation, shopping experience turned out to be some of the most important factors influencing browsers' online shopping behaviour. The findings of the present study will provide an insight into the most influential factors, to help marketers in designing their online channel as an acceptance channel for shopping.

Keywords: RIDIT; online shopping; cognitive factors; emotional factors; shopping behaviour; consumer behaviour; internet marketing; trust; product testing; product quality; product features; easy assistance; product variety; immediate gratification; ease of navigation; shopping experience.

DOI: 10.1504/IJIMA.2012.044936

International Journal of Internet Marketing and Advertising, 2012 Vol.7 No.1, pp.83 - 99

Available online: 16 Jan 2012 *

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