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A Study of Factors Affecting Consumers’ Behavioural Intention Towards Online Shopping: An Exploratory Study

In: Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)

Author

Listed:
  • Saniya Marwah

    (Rukmini Devi Institute of Advanced Studies, Affiliated to GGSIPU, Department of Management Studies)

  • Radhika Thapar

    (Rukmini Devi Institute of Advanced Studies, Affiliated to GGSIPU, Department of Management Studies)

Abstract

As e-commerce has grown, the shopping landscape has changed from offline to online, sparking a lot of interest in research about online shopping in recent years. The variety of factors affects purchasing decisions. Here, the term & channel of shopping refers to online shopping; the main aim of this paper is to identify the influencing variables that affect young consumers & online purchasing choices in the context of India. In this study, we experimentally examine variables like website attributes, customer attributes, product attributes that impact the behavioural intention towards online shopping which impact the customer’s loyalty. For the purpose of understanding the impact on intention, this study, this is based on the TAM. Target respondents are 100 to perform empirical investigation. Exploratory Factor Analysis has been applied to check the relationship among the multiple constructs. The findings support the notion that are website attributes, customer attributes, product attributes factors that impact the behavioural intention towards online shopping which impact the customer’s loyalty. The outcomes of this study may enable the creation of more effective new-age online marketing platforms by the marketers.

Suggested Citation

  • Saniya Marwah & Radhika Thapar, 2023. "A Study of Factors Affecting Consumers’ Behavioural Intention Towards Online Shopping: An Exploratory Study," Advances in Economics, Business and Management Research, in: Sudarsan Jayasingh & Kirubaharan Boobalan & Thiruvenkadam Thiagarajan (ed.), Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), pages 155-164, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-162-3_14
    DOI: 10.2991/978-94-6463-162-3_14
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