Factors influencing online customer purchase behavior
Journal Title: GJRA-Global Journal For Research Analysis - Year 2015, Vol 4, Issue 6
Abstract
Nowadays, with the rapid development of Internet technology, online shopping is becoming common and even inevitable among Indian people in different age. Consumers choose online shopping which is another shopping channel that is more convenient and express than the traditional shopping pattern, and these also attracts more and more people sell products online, from chain store to small individual business. To stand out, it is useful for sellers to find out what factors affect a potential consumer’s purchasing behaviour of online shopping. Consumer behaviour study how consumers choose between products or services when facing more than one alternative. The objective of this study was to investigate the factors affecting Indian consumers’ online purchasing decisions and behaviour on fashionable products. In-depth interviews were conducted with experienced online shoppers aged from 18 to 35 for this study to provide more insights into the study and provide a basis for the design of questionnaire. The questionnaire was carried out with 120 respondents in Central, SRM, and Anna University from January to February 2015. Three factors from the objective factors, including price, product quality and web trust, are found significant to affect the consumers’ online purchase behaviour. Thus, it is suggested that online sellers should pay more attention on the service.
Authors and Affiliations
G. Arasuraja, Dr. Mu. Subrahmanian
Keywords
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