TY - JOUR
T1 - Attracting Shoppers to Shop Online-Challenges and Opportunities for the Indian Retail Sector
AU - Khare, Arpita
AU - Khare, Anshuman
AU - Singh, Shveta
PY - 2012/4
Y1 - 2012/4
N2 - The purpose of the current research is to understand the influence of normative beliefs, age, and gender on online shopping attributes and consequently on consumers' online shopping behavior. Data was collected through mall intercept technique in three cities of India (Delhi, Noida, and Gurgaon). Indian consumers' attitude toward online shopping being "convenient" is determined by their "perceived usefulness" and "ease of use" of the Web site. Online shopping behavior is moderated by normative beliefs and gender. Consumers' attitude toward online shopping differs across age categories and a Web site's "ease of use" attribute. The findings can enable online retailers to improve consumers' perceptions toward a Web site's "convenience" attribute. Online retailers targeting Indian consumers should make the Web sites user friendly and easy to understand.
AB - The purpose of the current research is to understand the influence of normative beliefs, age, and gender on online shopping attributes and consequently on consumers' online shopping behavior. Data was collected through mall intercept technique in three cities of India (Delhi, Noida, and Gurgaon). Indian consumers' attitude toward online shopping being "convenient" is determined by their "perceived usefulness" and "ease of use" of the Web site. Online shopping behavior is moderated by normative beliefs and gender. Consumers' attitude toward online shopping differs across age categories and a Web site's "ease of use" attribute. The findings can enable online retailers to improve consumers' perceptions toward a Web site's "convenience" attribute. Online retailers targeting Indian consumers should make the Web sites user friendly and easy to understand.
KW - India
KW - convenience
KW - ease-of-use
KW - gender
KW - normative beliefs
KW - online shopping behavior
UR - http://www.scopus.com/inward/record.url?scp=84863505344&partnerID=8YFLogxK
U2 - 10.1080/15332861.2012.689570
DO - 10.1080/15332861.2012.689570
M3 - Journal Article
AN - SCOPUS:84863505344
SN - 1533-2861
VL - 11
SP - 161
EP - 185
JO - Journal of Internet Commerce
JF - Journal of Internet Commerce
IS - 2
ER -