Title: Understanding barriers and drivers to online shopping: an emerging economy case

Authors: Urvashi Tandon; Ravi Kiran; Ash N. Sah

Addresses: School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, Patiala, 147004, India ' School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, Patiala, 147004, India ' School of Humanities and Social Sciences (SHSS), Thapar University, P.O. Box 32, Patiala, 147004, India

Abstract: The purpose of this paper is to empirically analyse the barriers and drivers towards online shopping in India. Data was collected from 410 online shoppers from the North Indian States of India. The results of the study reveal significant relation of security and privacy protection measure, time performance, ease of use, website design, ease of understanding, perceived risk, delivery procedures, the risk of losing personal and financial information, technology ignorance factor, and Lack of touch and feel with Intention to buy. This is one of the initial studies dealing with barriers and drivers to online shopping and their relation with the intention to shop online. Items like slow internet speed, inapt query handling and intention to buy with cash-on-delivery have also been included into the study. This paper builds the foundations for researchers to extend online retailing research in developing countries like India where switch over to internet shopping is much later than developing countries.

Keywords: internet retailing; online shopping; barriers; drivers; consumer behaviour; India; e-tailing; online retailing; emerging economies; security; privacy protection; privacy preservation; time performance; ease of use; website design; ease of understanding; perceived risk; delivery procedures; technology ignorance; internet speed; query handling; intention to buy; cash-on-delivery.

DOI: 10.1504/IJEB.2017.083326

International Journal of Electronic Business, 2017 Vol.13 No.2/3, pp.216 - 243

Received: 01 Mar 2016
Accepted: 20 Nov 2016

Published online: 15 Mar 2017 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article