دانلود رایگان مقاله انگلیسی نقش مزایای درک شده در شکل گیری نگرش خرید آنلاین در میان خریداران زن در هند - امرالد 2017

1. Introduction

The Growth of Internet in India can be estimated from the fact that in 1990 the number of people accessing the internet per hundred people in India was zero (World Bank, 2016). The number today has been escalated to 26 people per hundred people in the country. In terms of penetration level, the penetration rate of the internet in Asia in the year 2015 was reported to be 40% (Internetworldstats.com, 2016). In India, the penetration level has escalated from 0.5% in 2000 to 34.8% in 2016 (Internetlivestats.com, 2016). The internet also referred to as the World Wide Web today has an impact on the country’s economy as well. After the adoption of E-commerce as a medium to transact business, internet has acquired a significant place in the economy. World Trade organization (2013) defines ecommerce as “sale or purchase of goods or services conducted over computer networks by methods specifically designed for the purpose of receiving or placing of orders”. E-commerce is relatively a new concept in India than other countries in the world but it is gaining popularity and a significant share in retail sales. In 2015, the electronic retail (e-tail) sales accounted for 1.7 percent of all retail sales in India, this figure is predicted to reach 4.4 percent in 2019(“E-commerce share of total retail sales in India from 2014 to 2019”, 2017). Regardless of the fact that online shopping is at a nascent stage in India, online shopping is viewed as a lucrative business opportunity in various strong retailers’ websites such as Flipkart, snapdeal, Amazon, Paytm, Jabong and others.

8. Discussion and Conclusion

This study emphasizes on Online Shopping behaviour and presents some fresh and significant results and supports past research as well. The study reveals that three perceived benefits positively influence women consumers’ attitudes toward online buying. As per the findings of the present study, the most important benefit of online shopping for Indian women is product variety, followed by convenience and lastly price (refer to table IV for standardized beta). In a traditional retail format, physical inspection of the product is of importance to the consumer. Consumers preferring online shopping have personality characterized by higher levels of confidence in their ability to make purchases without physical inspection of the product. For such consumers product variety or price is of least importance. (Dholakia & Uusitalo, 2002). Price was not an important concern for female shoppers in India as close to 80 percent of the women in the sample who shop online belong in the age bracket of 24-37 and 60 percet of them have an annual income of 5-10 lacs. This clearly suggests that high amount of disposable incomes with them to spend on shopping and leisure activities. The sample was drawn from metro cities where majority of the women are working and close to 50 percent of the women have shopping experience of more than 1 year ( refer to Table II for demographic profile) .