1. Factors influencing online shopping in super markets
Authors : Dr. Ravi Kumar Goriparthi, Srujan Reddy Chadha
Pages : 67-75
DOI : http://dx.doi.org/10.21172/1.94.12
Keywords : Key words: TAM, Perceived Ease of Use, Perceived Usefulness, Education, Habitual Surrounding, Transportation, ICT Skill and Lifestyle Abstract :AbstractWith the growth of global mobile usage, more consumers shop online than ever and new technologies making online services accessible for companies in several markets, in urban India there is a growing number of supermarkets offering an online service but the adoption process in the online supermarkets is slower compared to the general online shopping adoption. This paper tries to find out what factors influence the likelihood of consumers to engage in online shopping or buying activities at online supermarkets. The technology acceptance model serves a conceptual framework for this study where external variables (demographics and Price) on internal beliefs (influencing the likelihood of consumers to buy online are perceived ease of use and perceived usefulness in an adoption process of new technology) is analyzed. In this study perceived risk of consumers in the online shopping adoption process is integrated in into three categories: perceived quality, perceived service and perceived privacy. To test the conceptual model a survey was conducted among 248 respondents. The internal beliefs were all measured using a 7-point Likert scale, SPSS 20.0 was used to analyze the data that was collected, a factor analysis was performed to convert the survey questions into variables then the relationships between these variables were indicated using regression analyses and to test the hypotheses linear regression analysis and a mediation test were performed. The findings of this study are a positive relationship was found between ‘consumer lifestyle’ and ‘perceived usefulness’ the ‘degree of urbanization of the habitual surrounding’ and ‘perceived usefulness’ of this consumer in the online shopping adoption process, ‘ICT skill’ of a consumer and the ‘perceived ease of use’ of this consumer in the online shopping adoption process. Further the analysis shows the dependent variable ‘likelihood’ of consumers in online shopping is specific, which makes it possible to target appropriate consumers with the right lifestyle for the online shopping service and to focus on the user friendliness of the online shopping service.
Citing this Journal Article :Dr. Ravi Kumar Goriparthi, Srujan Reddy Chadha, "Factors influencing online shopping in super markets ", Volume 9 Issue 4 - February 2018, 67-75
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