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Factors influencing online shopping in rural India: A review

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  • Sanal Kumar Velayudhan

    (Indian Institute of Management, Kozhikode)

Abstract

Online shopping is growing rapidly but rural markets have low acceptance of this retail channel. Literature on rural online shopping is scarce and so the literature examining the influences on online shopping is used to draw inferences for rural markets. The review examines the influence of consumer characteristics on online shopping, product characteristics influence on online shopping, relative competitive ability of online and off-line retail business and their influence on online shopping and the influence of infrastructure on online shopping. The review of online shopping literature is used to draw implications for decision making and also to understand the research issues for online shopping in rural markets.

Suggested Citation

  • Sanal Kumar Velayudhan, 2019. "Factors influencing online shopping in rural India: A review," Working papers 314, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:314
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    References listed on IDEAS

    as
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    Keywords

    Online Shopping; Rural India; Consumer Characteristics;
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