IPASJ International Journal of Computer Science (IIJCS)

Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm

A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

Factors Influencing Online Shopping –An

Exploratory Review in the Indian
Perspective
Dr D Malmarugan1
1
Associate Professor, MBA Department , CMR Institute of Technology, Bangalore-560037.

ABSTRACT
The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017
on account of a healthy growth in organized retail sector. The present research paper focuses on identifying various
variables dependent on underlying variables which influences or inducts consumers for online shopping. These
variables have been identified by the researcher by immense review of literature and brainstorming sessions with
subject experts and professionals in the area of marketing.
The study is Exploratory for the purpose Questionnaire Development for which data has been collected using
random sampling targeting 220 customers having adequate experience in online purchasing. Sampling units were
residents in the city of Bangalore in India. While the selection of these customer respondents, due care has been
taken to ensure diversity regarding demographic measures.
In the Exploratory Factor Analysis (EFA), the indicators presented adequate factor groupings, as well as
communality extracted at the levels recommended in the literature.
This Research has both Managerial and Theoretical Contributions. While developing a Scale for measuring Online
Shopping Factors is seen as Theoretical, Applications in the Industry for Understanding as to how and why
Consumers shop online and most importantly what are the Factors sought after by them are the Managerial
Implications.
Further Research can shed light on the Significance of Demographics with the Parameters that are contributing to
the Factors.
Keywords: Online Shopping,Variables, Factor Analysis, Scale Development.

1.INTRODUCTION
The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017 on
account of a healthy growth in organized retail sector. A fast growing economy and robust demographics provide a
positive outlook to the consumer businesses in India, according to the report by Deloitte India and Retail Association of
India. The rapid growth is expected to happen because of increased internet penetration, falling data costs, shift to
Smartphone and proliferation of digital payment systems. In line with growth of online retail, we can expect also a
growth in purchasing online in the Indian market.
The Objective of this research is to develop a Data Collect Instrument based on Exploratory Method. The Variables
which contribute to the Factors have been identified by the researcher by immense review of literature and
brainstorming sessions with subject experts and professionals in the area of marketing.

2.THEORETICAL BACKGROUND AND LITERATURE REVIEW

Recent and relevant Research has identified four variables ( usefulness, ease of use, financial risk and attitude) (Babar
Rasheed & Sajjid, 2014).Of these it was found that usefulness was seen as having a considerable influence on attitude
of consumers. 21 variables impacting consumer behavior in online were identified by (Chahal, 2015). A study by
Javadi. Dolatabadi, Poursaeedi and Asadollahi(2012) stresses the impact of demographic factors on online shopping
parameters like satisfaction, repurchase intention, numbers of items purchased and overall expenditure made for on-
line shopping. It was revealed that on-line shopping in India is significantly affected by demographic factors such as
age, gender, marital status, income etc. Various qualitative tools were used by Nazir etb al.( 2012) to analyze the factors

Volume 7, Issue 6, June 2019 Page 1

 IPASJ International Journal of Computer Science (IIJCS)
Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm
A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

affecting online shopping by making a survey of 120 respondents in Pakistan and revealed that security in payment,
privacy of financial information, price, trust, convenience, online reviews were identified as most fascinating measures
affecting online shopping. The study on the interrelationship between perceived vale, satisfaction and consumer re-
purchase intention was completed by (Li & Hong,2013).
In South Korea, Ul Hassan(2015) used regression analysis found that there is a positive relationship and significant
influence between self-efficacy, brand image and social brand communication on online buying behavior of a customer.
The impact of demographic factors on online buying behavior of youth, was examined by (Hardia & Sharma, 2013).
They studied impact of four demographic variables namely; age, gender, educational background and pocket money on
four measures of online shopping namely internet facility, ease of process, security of website and timely delivery. A
descriptive study to understand the factors influencing teenager's behavior, attitude and perception towards online
shopping, was done by (Gulmeez & Kumar Sharma, 2016). They revealed that Marketing Strategies of the company,
Delivery System, Product diversity and Browsing Speed as important factors. also An attempt to analyses factors
affecting online shopping behavior of 100 respondents in Bhilai and Durg cities was made by Chandra and
Sinha(2013) and they applied regression analysis to conclude that website design, convenience, time saving and
security were the top influencing factors.
In their study specifically done during festive season i.e. Diwali, by Khanna and Sampat, (2015) analyzed online
shopping giants in India namely, Amazon.com and flipkart.com. They observed that price and product specification to
be the most important factors in selecting an item but the selection process may further be improved by making
personalized recommendations and stickiness to one online retailer. (Novak 1996) revealed that attributes like less
variety, any time shopping, physical evidence are impacting on online purchase intention. According to Bellman et al.
(1999), revealed in their research the demographical factors are influencing positively towards purchase intention.
Gender impact on Internet usage has also been analyzed from different perspectives by different researchers. The
research of Novak et al. (2000), proved in the research factors like product varieties, mismatch between actual and
delivered, sense of intangibility making impact intention to purchase online. A study by Mauldin and Arunachalam
(2002), identified that certain attributes like long deliver time, speed of the internet, more searching time for a specific
product, no negotiation are closed related intention to purchase the products through online. Research by Hoffman and
Tonita et al. (2004) found that in Digital shopping context consumer evaluate their internet shopping experience in
terms of perception regarding product customization, form of payment, delivery terms, service offered, risk involved,
privacy, security, personalization, and enjoyment.
In a research by Haq Ul Zia(2008), “Perception towards digital shopping: An Empirical study of Indian Consumers”
suggested that overall website quality, commitment factor, customer service and security are the four key factors which
influence consumers' perceptions of online shopping. The study revealed that the perception of online shoppers is
independent of their age and gender but not independent of their education & gender and income & gender.
Convenience is the most influencing factor. Time saving and security is also important, particularly the security
concerns are very important while shopping online. Most of the respondents are fulfilling that there has no risk in
digital shopping. It can be concluded that there is an opportunity for the near future. The digital shopping among
consumers of business development and we can suggest that there has a need to provide online shopping services
(Chandra & Sinha, 2013).
According to Seema Agarwal(2013), “A study of factors affecting online shopping behavior of consumers in Mumbai
region”, factors that affect online shopping are time saving, money saving, no risk in transaction, easy to choose and
compare with other products and delivery of product on time. With advancements in Online shopping, there have been
changes in the methodology for business transactions. India, being a rapid adaptor of technology is apace with the
current scenario of electronic data exchanges and has taken to ecommerce.
Though, Online Shopping provides many advantages, there are still a significant number of customers who refuse or
reluctant to adopt the facilities of online services. In India, the adoption rate of the technology is significantly different
from other nations because of the country' s unique social and economic characteristics. The aim of this research study
is to investigate the factors influencing the adoption of Online Shopping in West Bengal, India (Chatterjee & Ghosal,
2014).

Volume 7, Issue 6, June 2019 Page 2

 IPASJ International Journal of Computer Science (IIJCS)
Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm
A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

3.RESEARCH OBJECTIVE
The present research paper focuses on identifying various variables dependent on underlying variables which influences
or inducts consumers for online shopping. These variables have been identified by the researcher by immense review of
literature and brainstorming sessions with subject experts and professionals in the area of marketing.

4.RESEARCH METHODOLOGY
The study is Exploratory for the purpose Questionnaire Development for which data has been collected using random
sampling targeting 220 customers having adequate experience in online purchasing. Sampling units were residents in
the city of Bangalore in India. While the selection of these customer respondents, due care has been taken to ensure
diversity regarding demographic measures namely, gender, age, income and occupation as these can be the
controlling variables. The measures influencing online shopping behavior has been identified by the immense literature
review and were included in the second part of the questionnaire. A closed-ended questionnaire , as in Table 1,with five
point Likert scale asking the respondents to rate their level of agreement from strongly agree (5) to strongly disagree
(1) regarding various measures influencing them to buy online was administered.
TABLE 1-MEASURES FOR THE STUDY
I shop online for entertainment
I shop online because I don't have time for shopping
Online shopping provide me wide variety of products than solid shops
I always make purchase during discount periods
product price is important to me when I shop online
I'm willing to pay a higher price for the product that are limited edition when I shop online
I will consider all comprehensive factor to choose the best products when I shop online
when I shop online , more positive feedback indicates better quality of products
product quality is important to me when I shop online
I will not purchase the product when the price is not acceptable to me when I shop online
the delivery period affect my purchase decision when I shop online

5.DATA ANALYSIS AND DISCUSSION

Exploratory Factor Analysis(EFA) was conducted using SPSS 22.0 Version. In the EFA, the indicators presented
adequate factor groupings, as well as communality extracted at the levels recommended in the literature. In this
analysis, we identified four factors that explained 66% of the sample variance, in addition to a Bartlett’s sphericity test
coefficient at a significance level of 1% (χ2 (55)= 1048.109, p < .001), and KMO=0. 767. The internal consistency of
the dimensions was verified through Cronbach’s Alpha coefficients higher than 0.8 and the composite reliability
identified through coefficients higher than 0.8. The constitution of the factors and the loadings of the constructs are
presented in Table 3 ,4&5.

TABLE 2-RELIABILITY STATISTICS

Cronbach's Cronbach's Alpha Based on
Alpha Standardized Items N of Items
.831 .805 16

Table 3 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .767

Bartlett's Test of Sphericity Approx. Chi-Square 1048.109

Df 55

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 IPASJ International Journal of Computer Science (IIJCS)
Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm
A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

Sig. .000

Factors
2 3
TABLE 4 -ROTATED COMPONENT MATRIXA
1
I shop online for entertainment .817 .076 .227
I shop online because I don't have time for shopping .835 .043 .155
Online shopping provide me wide variety of products than solid shops .555 .372 .366
I always make purchase during discount periods .224 .218 .676
product price is important to me when I shop online .782 .191 .135
I'm willing to pay a higher price for the product that are limited edition when I shop .248 .200 .567
online
I will consider all comprehensive factor to choose the best products when I shop online .650 .537 .041

when I shop online , more positive feedback indicates better quality of .344 .810 -.028
products
product quality is important to me when I shop online .099 .786 .270
I will not purchase the product when the price is not acceptable to me when I shop online -.011 .616 .452

the delivery period affect my purchase decision when I shop online .087 .010 .850

Our scale appears to fit its intended purpose because it showed acceptable construct validity and good internal
consistency. In addition, the use of a panel of nursing experts, pretesting, and a sufficiently large sample allowed us to
assess its research utility rigorously and to show that it provided sufficient validity and reliability. As can be observed,
the factor grouping of the items fits the theoretical model suggested by the Literature Review.

Table 5 -Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared

Loadings
% of Cumulativ % of
e
Component Total Varian Total Varian Cumulative
% %
ce ce

1 4.626 42.052 42.052 4.626 42.052 42.052

2 1.400 12.725 54.777 1.400 12.725 54.777

Volume 7, Issue 6, June 2019 Page 4

 IPASJ International Journal of Computer Science (IIJCS)
Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm
A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

3 1.147 10.431 65.208 1.147 10.431 65.208

6.CONCLUSION AND SCOPE FOR FURTHER RESEARCH

This Research has both Managerial and Theoretical Contributions. While developing a Scale for measuring Online
Shopping Factors is seen as Theoretical, Applications in the Industry for Understanding as to how and why Consumers
shop online and most Importantly what are the Factors sought after by them are the Managerial Implications.
Limitations can be that the research is done with customers in Bangalore India, but the random sampling increases
generalisability.
Further Research can shed light on the Significance of Demographics with the Parameters that are contributing to the
Factors. A Model of the Factors can be developed for further understanding of the Variables in action.
REFERENCES:
[1]Agarwal, S., (2013), “A study of factors affecting online shopping behavior of consumers in Mumbai region”,
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[5]Green, S. B., Levy, R., Thompson, M. S., Lu, M., & Lo, W. J. (2012).A proposed solution to the problem with using
completely random data to assess the number of factors with parallel analysis. Educational and Psychological
Measurement, 72(3), 91–96 357Y374. https://doi.org/10.1177/0013164411422252
[6]Hardia, A., & Sharma, K. (2013). Empirical Study of Factors Affecting Online Shopping Amongst Youths, 3(2),
91–96.
[7]Javadi, M. H. M., Dolatabadi, H. R., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on
online shopping behavior of consumers. International Journal of Marketing. 4. 3(5), 81. 91–96.
[8]Khanna, P., & Sampat, B. (2015). Factors Influencing Online Shopping During Diwali Festival 2014 : Case Study
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[10]Luarn, P., & Lin, H.H. (2003), “Customer loyalty model for e-service context”, Journal of Electronic Commerce, 4,
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Volume 7, Issue 6, June 2019 Page 5

 IPASJ International Journal of Computer Science (IIJCS)
Web Site: http://www.ipasj.org/IIJCS/IIJCS.htm
A Publisher for Research Motivation ........ Email:[email protected]
Volume 7, Issue 6, June 2019 ISSN 2321-5992

[14]Ramirez, M., Ford, M. E., Stewart, A. L., & Teresi, J. A. (2005).Measurement issues in health disparities research.
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Dr D Malmarugan is a Mechanical Engineer who pursued Masters in Business Administration. He

obtained his PhD from Vellore Institute of Technology Vellore, India, which is QS world ranked
Institution. He is Currently working as Associate Professor in MBA department of CMR Institute of
Technology, Bangalore, India.He has handled research projects as Principal Investigator.

Volume 7, Issue 6, June 2019 Page 6