IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v13y2017i3p326-343.html
   My bibliography  Save this article

Drivers of consumer attitudes towards online shopping in the Indian market: analysis through an extended TAM model

Author

Listed:
  • Pável Reyes-Mercado
  • M. Karthik
  • Ram Kumar Mishra
  • Rajagopal

Abstract

The diffusion of the internet has changed advertising, sales, and delivery channels in the retailing industry. Currently, e-commerce industry in India is investing high amounts of money to increase its sales capabilities to perform a wider range of transactions. The main feature of online retailing is the convenience of shopping at any time and receiving the purchased items instead of approaching a physical store. There is a need to analyse consumer's attitudes towards shopping products online in order to gain competitive advantage in the India context which has an 11% of internet penetration. This research proposes a conceptual framework to explore trust, social influence, and digital literacy in forming consumer's intentions to shop online by extending the technology adoption model (TAM). On the basis of 123 collected observations and the analytical technique of partial least squares, this study finds that trust has a strong influence on formation of consumer attitudes and perceived usefulness is a core belief that also influences further attitudes and intentions to shop online. Implications for managers and researchers are discussed.

Suggested Citation

  • Pável Reyes-Mercado & M. Karthik & Ram Kumar Mishra & Rajagopal, 2017. "Drivers of consumer attitudes towards online shopping in the Indian market: analysis through an extended TAM model," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 13(3), pages 326-343.
    • Handle: RePEc:ids:ijbire:v:13:y:2017:i:3:p:326-343
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=84425
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:13:y:2017:i:3:p:326-343. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.