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Factors Influencing Online Shopping Behavior of Urban Consumers in India

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  • Rajyalakshmi Nittala

    (Department of Commerce and Management Studies, Andhra University, Visakhapatnam, India)

Abstract

This study examines the factors influencing online shopping behavior of urban consumers in the State of Andhra Pradesh, India and provides a better understanding of the potential of electronic marketing for both researchers and online retailers. Data from a sample of 1500 Internet users (distributed evenly among six selected major cities) was collected by a structured questionnaire covering demographic profile and the factors influencing online shopping. Factor analysis and multiple regression analysis are used to establish relationship between the factors influencing online shopping and online shopping behavior. The study identified that perceived risk and price positively influenced online shopping behavior. Results also indicated that positive attitude, product risk and financial risk affect negatively the online shopping behavior.

Suggested Citation

  • Rajyalakshmi Nittala, 2015. "Factors Influencing Online Shopping Behavior of Urban Consumers in India," International Journal of Online Marketing (IJOM), IGI Global, vol. 5(1), pages 38-50, January.
    • Handle: RePEc:igg:jom000:v:5:y:2015:i:1:p:38-50
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