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Motivators and decisional influencers of online shopping

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  • Bikramjit Rishi

Abstract

Online shopping is an innovative option of distribution available in the hands of marketers. It is innovative and creative because marketers can experiment with it in form, content, visibility and availability. In India online shopping is considered as a relevant alternative channel for retailing and it is now an important part of the retail experience. This research study is an empirical study to find out the motivators and decisional influencers of online shopping. The sample has been selected from the youth population as this group of people actually use internet to buy online. The study highlights that reliability, accessibility and convenience are the major motivator factors which motivate the Indian consumer to buy online. Similarly, reluctance and preference are the two decisional factors which influence the decision of the consumer to buy online or offline. It is recommended that marketers must give a thought to these factors when they design their online strategy.

Suggested Citation

  • Bikramjit Rishi, 2010. "Motivators and decisional influencers of online shopping," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 4(3), pages 195-209.
    • Handle: RePEc:ids:ijbire:v:4:y:2010:i:3:p:195-209
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    Cited by:

    1. Komal Nagar & Payal Gandotra, 2016. "Exploring Choice Overload, Internet Shopping Anxiety, Variety Seeking and Online Shopping Adoption Relationship: Evidence from Online Fashion Stores," Global Business Review, International Management Institute, vol. 17(4), pages 851-869, August.

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