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Influence of Perceived Benefits on Consumers' Online Purchase Behaviour: An Empirical Study

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  • Rama Mohana Rao Katta

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

  • Chandra Sekhar Patro

    (Department of Management Studies, GVP College of Engineering (A), Visakhapatnam, India)

Abstract

This article describes how e-retailing has become one of the most important uses of technology relating to the internet. The activity of online shopping is considered to be one of the important features of e-retailing. The enormous advantages offered by online shopping stimulate corporate managers, marketing departments and retailers to offer their products through the websites to attract the largest number of shoppers, not only to local markets but also global markets. The change in consumer behavior along with the availability of cheaper and reliable technology for secure transactions has led to a significant growth in online sales around the world. The present article focuses on identifying the key factors influencing the consumers' perceived benefits while shopping online. The article further focuses on the influence of demographic factors on consumers' perceived benefits. The findings of the article would help e-retailers to have a better understanding and to develop strategies for making the online shopping experience more effective and trustworthy to the target consumers.

Suggested Citation

  • Rama Mohana Rao Katta & Chandra Sekhar Patro, 2017. "Influence of Perceived Benefits on Consumers' Online Purchase Behaviour: An Empirical Study," International Journal of Sociotechnology and Knowledge Development (IJSKD), IGI Global, vol. 9(3), pages 38-64, July.
    • Handle: RePEc:igg:jskd00:v:9:y:2017:i:3:p:38-64
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    Cited by:

    1. Rupam Chowdhury, 2023. "Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator," SN Business & Economics, Springer, vol. 3(1), pages 1-23, January.

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