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Investigating Persistence of Online Shopping among Indian Consumers

Research Article

Authors: Dr. Anuradha Yadav, Vijaya Kittu Manda

ISBN: 979-8890260871

Publisher: Notion Press

Publication Date: 2023

Abstract: Purpose: To determine the factors of consumer continuance intentions (CCI) among Indian online shoppers and explore their respective contributions. Research Design: The primary data were collected from 1,832 active online shoppers using a five-point Likert scale (1~5). To examine the main effect model of various factors contributing to CCI towards online shopping, 1,676 credible responses were further analyzed with confirmatory factor analysis (CFA). Findings: The results confirmed major contributions by confirmation, website quality, perceived ease of use, perceived usefulness, perceived enjoyment, and subjective norms. Perceived risk has no significant contribution to CCI towards online shopping. Practical Implications: The study assists managers in understanding the importance of the factors viz. Confirmation, website quality, perceived ease of use, perceived usefulness, perceived enjoyment, and subjective norms while strengthening the consumers' continuance intentions towards online shopping. In addition, it is further advised to the marketers that after accepting the 'first and second sale', the third sale [1] is no longer contributed by 'perceived risk'. Hence, e-marketers, while ensuring the status quo of a risk-free online shopping, should focus on the other factors with a high contribution at the stage of 'third sale,' i.e., CCI towards online shopping.

Originality: The research contributes to the literature on online shopping, specifically focusing on Indian consumer behavior. The work perhaps unique for using five theories (TRA, TPB, TAM, ECT, and ECM), and six factors (‘Confirmation’, ‘Website Quality’, ‘Perceived Ease of Use’, ‘Perceived Usefulness’, ‘Perceived Enjoyment’, and ‘Subjective Norms’) that significantly contribute to Consumers’ Continuance Intentions towards online shopping. As for "perceived risk," with reference to the "Ola rape case," a small portion is concerned about the physical safety of their loved ones. This research work is the first of its type to address this particular issue among online shoppers.

Keywords: Online Shopping, Continuance Intentions, Website Quality, Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment, Subjective Norms, and Perceived Risk

DOI: http://dx.doi.org/10.5281/zenodo.7733527

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