EFFECTS OF ONLINE

SHOPPING ON
CONSUMER BUYING
BEHAVIOUR
Dr. Richa Ranjan Singh
Associate Professor
Baba Farid Institute of
Technology
Sachin Mittal
Doctoral Scholar
Uttarakhand Technical
University
Ankur Kukreti
Doctoral Scholar
Motherhood University
ABSTRACT
This study investigates
numerous factors that impact
buyer's behaviour during online
purchase at any
E-commerce business site. In
this paper author has used
Exploratory Factor Analysis to
determine the
factor that put a significant
impact on customer buying
behaviour during online
purchase. Under this
repost authors has examined 20
factors and tried to find out their
impact on buying behaviour by
the
means of a self-designed
questionnaire.
Author has examined 200
potential online customers
with respect to trust and
innovation and their
mentalities furthermore,
expectations to shop online at
specific sites. We found that
Customer benefits,
Fast economic and secured
purchase, Trend with
technology, Easy availability
were showing
significant impact on consumer
buying behaviour.
Key Words: E-commerce,
Consumer buying behaviour,
Customer benefits, Fast
economic and
secured purchase, Trend with
technology, Easy availability.
INTRODUCTION
The objective of this research
paper is to identify the various
factors which influence online
shopping.
Online shopping is the way
through which consumer can
purchase goods or services
directly by sitting
at home. Earlier to shop
online consumers generally
visit shopping website by
sitting in front of
desktop or through laptops they
can order, which is time taking
and sitting in front of desktop is
not a
full day connectivity . Now
day’s smart phones play a
dynamic role to connect to
internet. Now either
at office, travelling, home
anywhere consumer can be in
touch with online shopping
sites. It is just
because ease of use through
internet (T. Ramayah, Joshua
Ignatius), whenever he feels
free time he
can order.
Before launch of Smart phones
internet was used only on
desktop or laptop, which are
fixed at a
particular place. Therefore to
use internet any one must sit in
front of these. Due to
technological up
gradation of smart phones
and tablet, anyone can easily
access the internet on these
devices, it
becomes more suitable to surf
internet anywhere anytime
(Yulihasri, Md. Aminul Islam) .
Also people
find more convenient time to
spend on online shopping.
Because of popularity and easy
access of net
on smart phones, various
companies also launce their
products through virtual stores.
Traditional shopping has some
limitations like- fix timing for
customers to spend in market, if
product
is not selected at one shop then
it is time consuming to search it
various shops in the market. But
at
online shopping lots of varieties
are available at a single click.
Also consumer cannot shop
product late
night after office hours. But
online shopping provides
consumer the 24 hour facility to
shop. Also if a
person travels to one place to
other he can utilize its time to
shop.
Introduction of 4 G technology
make faster the speed of
internet, which make faster
availability of net
surfing. Now consumer can
select various shopping sites at
a particular time. Before 4 G
speed the
transaction in banking
services was slow and
somehow interrupted. Which
cause failure of
transactions therefore
consumer hesitates to purchase
online. Now a day’s online
banking is more
secured and safer therefore
consumer feel secured and safe
in online transactions. (Wu, J.
H., & Wang,
S. C., 2005)
LITERATURE REVIEW
Internet was introduced by
American Defense Department
Network for Advanced
Research Project
Organization (ARPANET) at
1969. Early target ARPANET
was to create taught data for the
armed
force powers of US. Most
imaginative innovation that has
achieved a major effect at all
of us is
Internet development. Yu and
Abdulai (2000) said that the
hugest aftereffect of the fast
developments
in data and correspondence
innovation is electronic-trade.
Technology Acceptance Model
(TAM)
Davis, acquainted TAM with
clarifies acknowledgment of
data innovation (IT). It was
depended on
TRA (the Theory of Reasoned
Action) and its substance aim
and conduct to utilize a data
framework
which relies upon two
remarkable convictions, to be
specific seen convenience and
usability. TAM
involves two beliefs, perceived
usefulness and ease of use for
internet (Davis, Bagozzi &
Warshaw,
1989).
Salient Beliefs of Usefulness
and Ease of Use
Usefulness is the utilization of
any product or service which
a consumer looking from it. It
is the
measurement of degree of
utility which any consumer get
from the web based e commerce
sites.
Variety at low cost and space
For an online business site, the
expenses of putting away and
referencing an item speak to a
little
portion of the cost when
contrasted with the cost of
putting away and referencing
an item for
"physical" stores. From the
client fulfillment and
accessibility of administrations,
web based shopping
is making a noteworthy effect
upon the retail locations. Saha,
A. (2015).
Burt, S., & Sparks, L. (2003)
analyze three conclusions,
firstly most retailers are now
moving for
ecommerce itself because it
helps in cost reduction and
operations to compete better.
Secondly
retailers are seeing the reactions
of consumers for ecommerce
and thirdly if retailers are really
trying
to retain consumers they have to
maintain much larger floor
space.
Grandon, E. E., & Pearson, J.
M. (2004) says that e commerce
is beneficial for both sellers as
well as
buyers. Such that sellers may
have large numbers of potential
consumers and buyers can have
large
variety at single place. It is also
studied that ecommerce not
only support large companies
but also
Adams, D. A., Nelson, R. R., &
Todd, P. A. (1992) identifies
that information technology is
accepted
by users which helps them ease
of use of technology.
RESEARCH
METHODOLOGY
Sample Size-:200 online buyers
were targeted from the capital
city of Uttarakahnd i.e.
Dehradun to
collect responses.
Sampling Technique-: Simple
Random sampling technique
was used while selecting the
target group.
A simple random sampling
technique selects as simple
random sample which is a
subset of a statistical
population in which each
member of the subset has an
equal probability of being
chosen. In this paper
author has selected 200 citizens
of Dehradun which are also
online buyers.
Respondents are being chosen
out a total population of 578420
(Census Report of India, 2011).
The
sample is random because each
respondent has an equal chance
of being chosen.
Demographic Profile-: 45%
Females and 55% males were
chosen from the sex ratio of the
city is 906
per 1000 males (Census Report
of India, 2011).Hence from a
total respondents of 200 males
and
females are as follows-:
Females-: 200*45/100=90 and
Males-: 200*55/100=110