IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v9y2021i1d10.1057_s41270-020-00084-6.html
   My bibliography  Save this article

Predictors of online shopping in India: an empirical investigation

Author

Listed:
  • Urvashi Tandon

    (Chitkara University)

Abstract

The paper aims to understand the predictors of online shopping in India. It extends the Unified theory of acceptance and use of technology2 (UTAUT2) model by validating social media, reverse logistics, and pay-on-delivery (POD) mode of payment as new predictors of online shopping. Further, the impact of these variables is also empirically tested on Customer Satisfaction. The data for the study were gathered from 424 online shoppers within North Indian states through a self-administered and structured questionnaire. The proposed conceptual framework was investigated empirically by means of confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings of the study reveal that all the new constructs namely social media, reverse logistics, and POD mode of payment had a significant positive impact on customer satisfaction, whereas facilitating conditions, hedonic motivation, and habit emerged as insignificant variables. This research is one of the initial endeavors in an online shopping context that empirically validated POD, Social Media, and Reverse Logistics along with UTAUT2. Online retailers preparing to expand their operations in India, shall have essential insights concerned with the drivers of online shopping leading to customer satisfaction. This research further helps in developing marketing strategies and their implementation for targeting the vast untapped market.

Suggested Citation

  • Urvashi Tandon, 2021. "Predictors of online shopping in India: an empirical investigation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 65-79, March.
    • Handle: RePEc:pal:jmarka:v:9:y:2021:i:1:d:10.1057_s41270-020-00084-6
    DOI: 10.1057/s41270-020-00084-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-020-00084-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-020-00084-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachroo, Pushkin, 2016. "The generation of virtual needs: Recipes for satisfaction in social media networking," Journal of Business Research, Elsevier, vol. 69(11), pages 5248-5254.
    2. Hing Kai Chan & Ewelina Lacka & Rachel W.Y. Yee & Ming K. Lim, 2017. "The role of social media data in operations and production management," International Journal of Production Research, Taylor & Francis Journals, vol. 55(17), pages 5027-5036, September.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Ananth Srinivasan Kripesh & H. Mahesh Prabhu & K.V. Sriram, 2020. "An empirical study on the effect of product information and perceived usefulness on purchase intention during online shopping in India," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 21(4), pages 509-522.
    5. Alam, Mohammad Zahedul & Hu, Wang & Kaium, Md Abdul & Hoque, Md Rakibul & Alam, Mirza Mohammad Didarul, 2020. "Understanding the determinants of mHealth apps adoption in Bangladesh: A SEM-Neural network approach," Technology in Society, Elsevier, vol. 61(C).
    6. Shahizan Hassan & Rashdan Rashid & Feng Li, 2015. "Utilising Modified UTAUT to Understand Students' Online Shopping Behaviour: A Case of E-Retail Co-Operative Website in Malaysia," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 13(4), pages 74-90, October.
    7. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.
    8. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    9. Shirley Taylor & Peter A. Todd, 1995. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, INFORMS, vol. 6(2), pages 144-176, June.
    10. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    11. Suresh Kandulapati & Raja Shekhar Bellamkonda, 2014. "E-service quality: a study of online shoppers in India," American Journal of Business, Emerald Group Publishing Limited, vol. 29(2), pages 178-188, May.
    12. Ankit Mahindroo & Harsh Vardhan Samalia & Piyush Verma, 2018. "Moderated influence of return frequency and resource commitment on information systems and reverse logistics strategic performance," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 67(3), pages 550-570, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jeeva Venkatakrishnan & Ravikumar Alagiriswamy & Satyanarayana Parayitam, 2024. "Disentangling the relationship between trust, online buying, and customer satisfaction: a three-way interaction model," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 806-828, December.
    2. Konstantinos Dendrinos & George Spais, 2024. "An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 492-522, September.
    3. Haili Yang & Yueyue Luo & Yunhua Qiu & Jiantao Zou & Mohammad Masukujjaman & Abdullah Mohammed Ibrahim, 2023. "Modeling the Enablers of Consumers’ E-Shopping Behavior: A Multi-Analytic Approach," Sustainability, MDPI, vol. 15(8), pages 1-28, April.
    4. Sonali Singh & Sumeet Singh Jasial & Richa Misra & Ajay Bansal, 2024. "Online Retail Service Quality: What Matters Most for Customer Satisfaction?," FIIB Business Review, , vol. 13(5), pages 600-615, October.
    5. Jorge Iván Pérez Rave & Gloria Patricia Jaramillo Álvarez & Juan Carlos Correa Morales, 2022. "Multi-criteria decision-making leveraged by text analytics and interviews with strategists," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 30-49, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Urvashi Tandon & Ravi Kiran & Ash N. Sah, 2018. "The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case," Information Systems and e-Business Management, Springer, vol. 16(1), pages 57-91, February.
    2. Rajak, Manindra & Shaw, Krishnendu, 2021. "An extension of technology acceptance model for mHealth user adoption," Technology in Society, Elsevier, vol. 67(C).
    3. Urvashi Tandon & Ravi Kiran & Ash N. Sah, 0. "The influence of website functionality, drivers and perceived risk on customer satisfaction in online shopping: an emerging economy case," Information Systems and e-Business Management, Springer, vol. 0, pages 1-35.
    4. Sakshi, & Tandon, Urvashi & Ertz, Myriam & Bansal, Harbhajan, 2020. "Social vacation: Proposition of a model to understand tourists’ usage of social media for travel planning," Technology in Society, Elsevier, vol. 63(C).
    5. Paul Juinn Bing Tan, 2013. "Applying the UTAUT to Understand Factors Affecting the Use of English E-Learning Websites in Taiwan," SAGE Open, , vol. 3(4), pages 21582440135, October.
    6. Garima Malik & A. Sajeevan Rao, 2019. "Extended expectation-confirmation model to predict continued usage of ODR/ride hailing apps: role of perceived value and self-efficacy," Information Technology & Tourism, Springer, vol. 21(4), pages 461-482, December.
    7. Alfiero, Simona & Battisti, Enrico & Ηadjielias, Elias, 2022. "Black box technology, usage-based insurance, and prediction of purchase behavior: Evidence from the auto insurance sector," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    8. Cowan, Kelly R. & Daim, Tugrul U., 2011. "Review of technology acquisition and adoption research in the energy sector," Technology in Society, Elsevier, vol. 33(3), pages 183-199.
    9. Chia-Chien Hsu & Brian Sandford & Chia-Ju Ling & Ching-Torng Lin, 2021. "Can the Unified Theory of Acceptance and Use of Technology (UTAUT) Help Explain Subjective Well-Being in Senior Citizens due to Gateball Participation?," IJERPH, MDPI, vol. 18(17), pages 1-15, August.
    10. Sanjeev Verma, 2015. "Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges," Vision, , vol. 19(2), pages 104-111, June.
    11. Muhammad Ali & Syed Ali Raza & Chin-Hong Puah & Mohd Zaini Abd Karim, 2017. "Islamic home financing in Pakistan: a SEM-based approach using modified TPB model," Housing Studies, Taylor & Francis Journals, vol. 32(8), pages 1156-1177, November.
    12. Yiming Shao & Zhugen Wang & Zhiwei Zhou & Haojing Chen & Yuanlong Cui & Zhenghuan Zhou, 2022. "Determinants Affecting Public Intention to Use Micro-Vertical Farming: A Survey Investigation," Sustainability, MDPI, vol. 14(15), pages 1-26, July.
    13. Al-Qeisi, Kholoud & Dennis, Charles & Alamanos, Eleftherios & Jayawardhena, Chanaka, 2014. "Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology," Journal of Business Research, Elsevier, vol. 67(11), pages 2282-2290.
    14. Chua Chang Jin & Lim Chee Seong & Aye Aye Khin, 2019. "Factors Affecting the Consumer Acceptance towards Fintech Products and Services in Malaysia," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 9(1), pages 59-65, January.
    15. Yang, Byunghwa & Kim, Youngchan & Yoo, Changjo, 2013. "The integrated mobile advertising model: The effects of technology- and emotion-based evaluations," Journal of Business Research, Elsevier, vol. 66(9), pages 1345-1352.
    16. Guych Nuryyev & Yu-Ping Wang & Jennet Achyldurdyyeva & Bih-Shiaw Jaw & Yi-Shien Yeh & Hsien-Tang Lin & Li-Fan Wu, 2020. "Blockchain Technology Adoption Behavior and Sustainability of the Business in Tourism and Hospitality SMEs: An Empirical Study," Sustainability, MDPI, vol. 12(3), pages 1-21, February.
    17. Viswanath Venkatesh, 2000. "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information Systems Research, INFORMS, vol. 11(4), pages 342-365, December.
    18. Hossain, Akram & Quaresma, Rui & Rahman, Habibur, 2019. "Investigating factors influencing the physicians’ adoption of electronic health record (EHR) in healthcare system of Bangladesh: An empirical study," International Journal of Information Management, Elsevier, vol. 44(C), pages 76-87.
    19. Deborah Compeau & Barbara Marcolin & Helen Kelley & Chris Higgins, 2012. "Research Commentary ---Generalizability of Information Systems Research Using Student Subjects---A Reflection on Our Practices and Recommendations for Future Research," Information Systems Research, INFORMS, vol. 23(4), pages 1093-1109, December.
    20. Mohammad Khasawneh, 2017. "Promoting the Higher Education Excellence in Jordan: Factors Influencing Learner Attitude toward E-Learning Environment Based on the Integrated Platform," Journal of Social Sciences (COES&RJ-JSS), , vol. 6(1), pages 139-155, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:9:y:2021:i:1:d:10.1057_s41270-020-00084-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.