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Measuring information potential to understand shoppers' acceptance of online shopping

Author

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  • Anil Kumar Kashyap
  • Ajay Kumar

Abstract

Online shopping has emerged as the next retail destination and information is one of the critical factors in its success. Customers are browsing online shopping portals not only to buy products but also to access information. This information is further used to buy products from other channels. Customer access information in multiple ways including comparing and customising products and choice. Therefore, information has the strong influence in online shopping portals. In this study, we explored the importance of information in the context of online shopping. Later, the potential of information given at online shopping portals and shopper's acceptance towards online shopping are measured. This study proposed and tested a model of shoppers' acceptance in the context of online buying behaviour. The data for the study was collected through a self-administered questionnaire. The study utilised 234 surveyed questionnaires. This research will provide theoretical and practical managerial implications at the end of paper.

Suggested Citation

  • Anil Kumar Kashyap & Ajay Kumar, 2019. "Measuring information potential to understand shoppers' acceptance of online shopping," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 20(2), pages 179-194.
    • Handle: RePEc:ids:ijbire:v:20:y:2019:i:2:p:179-194
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