التفاصيل البيبلوغرافية
| العنوان: |
Investigating the Influence of Selected Factors on Online Shopping Behavior of Customers. |
| المؤلفون: |
Sharma, Anmol, Kour, Manjit |
| المصدر: |
IUP Journal of Marketing Management; May2022, Vol. 21 Issue 2, p84-100, 17p |
| مصطلحات موضوعية: |
ONLINE shopping, CONSUMER behavior, REGRESSION analysis, FACTOR analysis, TARGET marketing, SOCIAL interaction |
| مصطلحات جغرافية: |
INDIA, PUNJAB |
| مستخلص: |
Online shopping is the new norm in consumer buying pattern nowadays, and India has evolved as a lucrative e-commerce market for all types of products and services. With the growing popularity of Internet platforms and boom in e-commerce websites, it is pertinent to know the factors that affect the online shopping behavior of consumers. The main objective of this study is to identify the factors affecting the online shopping behavior of consumers in Northern India. The study employed a descriptive research design and conducted a survey using a questionnaire to obtain data from 500 respondents from the most populated cities of Punjab in Northern India. Factor analysis and Regression analysis were used to identify these factors: Product Variety, Usage Riskiness, Avoiding Social Interaction, Immediate Gratification, and Buying Unobserved. The study found that Immediate Gratification is the main factor that influences consumers’ online buying behavior. The results of the study can be useful to the industry in designing appropriate strategies for targeting customers on online platforms. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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