CHAPTER 2

REVIEW OF LITERATURE

The consumer market is an outstanding sector. Its glory is always noted by the researchers,
industrialists, marketers, producers and ultimately the entrepreneurs. Since the consumer
is the end of the marketing distribution channel, their habits, taste, interest, perception and
attitude towards a particular product is a crux for the victorious consumer market. Hence
it is a blazing topic for all the stakeholders. As such an assortment of researches and
articles related to consumer market has been available and published by different scholars.
Many numbers of research studies have been assumed sporadically on the basis of the
consumer market, consumer contentment, consumer troubles, consumer safety and working
of consumer court. Despite the fact that consumer perception towards Online Shopping is an
impending area, it has not fascinated much consideration from research scholars. Sufficient
and comprehensive studies were not branded to cover the area of consumer perception
towards Online Shopping. In Tamilnadu, only a limited part has so far been covered with
respect to these areas. There is a wide gap in the matters relating to consumer perception
towards Online Shopping. To fill up the gap, prolific and indicative studies are needed. The
present study is the need of the hour. Hence, the works of literature based on Consumer
Perception towards Online Shopping were reviewed. The number of studies is available
related to Online Shopping. These studies helped to understand the unexplored aspects
related to online shopping. In Tamilnadu, Online shopping is still at the growing stage.
This study is a detailed discussion about consumer Perception in online shopping, especially
in Tamilnadu.

2.1 CONSUMER PERCEPTION

The four types of online shoppers were analysed by Katta and Patro [2018]. These buyers
included consumers who first tried to purchase online, Consumers who sometimes shop
online, Consumers who shopped very often online, and Consumers who routinely shopped
online. This study highlighted many elements that affect Consumers’ purchase decisions.
These considerations vary from website design, Consumer support, data security, and
platform reliability. They also discover that different types of online Consumers differ in
their perspectives.

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 Fagih [2016] conducted a study entitled as "Consumers Perception towards Online
Shopping for Apparel through Various Websites". The study observed that consumers are
attracted to shop online because of higher convenience, low prices, diversity of choices
available online and good access to detailed information about the product. The study
suggested that consumers must check all the possible options and websites for the range
of products they want to buy. The study also suggested that before making the decision to
buy a particular product the consumers should always check reviews and rating of products
displayed on various websites.
Manju [2016] has examined the determining perception elements that affect the
perception of online shoppers. The research focused on the perception component of trust.
This study shows that the value and credibility of online shops are differently regarded by the
various age groups and male and female online Consumers. The age of online shoppers has
a significant impact on the perceived trustworthiness and value of online buying. In addition,
the disparities in acceptance of internet purchasing are small for men and women.
The many constructions that regulate client perceptions regarding online retailing
concerning the different product categories offered on the webshops were explored by
Katta and Patro [2016]. The study showed that Consumers’ perceptions depend on
numerous elements such as convenience, delivery services, pricing benefits, website design,
confidence, and receptivity in electronic products online shopping businesses. Of these
variables, convenience is the primary element, followed by the price advantage, delivery
services, trustworthiness, website design, and reaction to online shopping Consumer
perceptions. The convenience, price benefits, and delivery services of online webshops are
essential variables that influence Consumer perception of online shopping when it comes to
purchasing electronic devices, and most online shoppers are satisfied that they shop online.
The important aspects that form client perceptions about online purchasing have
been examined by Silpa et al., [2016]. Their research consists of 100 people, of whom
50 are online shoppers, and 50 are non-e-shoppers. They feel that internet shopping is
increasing prominence due to convenience, pricing, extensive product options, product and
price comparisons, and simple access to services. Some of the demerits of online buying,
such as internet costs, product tangibility, financial fraud worry, and shipping costs, have
also been discussed. They feel that most people favour internet purchasing, even if they are
experiencing particular challenges. Non-shoppers are also prepared to go shopping online
if they are aware, knowledgeable, and safe. Finally, they conclude that internet shopping is

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becoming India’s leading marketing and selling area.
Ashoer [2016a] studied the perceived risk of online shopping and its impact on online
shopping behaviour. She collected the answers from 120 internet shoppers. The results of
the study reveal that the demography element affects consumer online shopping. The study
also suggests that maximum internet shoppers have been married and that because they have
a family commitment, they have less time to shop from retail stores. She also examines that
perceived performance risk is the most critical aspect affecting Consumers’ perception of
online buying. Researchers have identified the considerable risk of internet buying as other
perceived risks, such as financial, mental, source, and time. The study revealed that online
Consumers perceived more risks when shopping online than traditional purchases because
products cannot touch, feel and see while placing an order online.
Bhatt [2014] studied consumer attitude towards online in Vadodara and Ahmedabad,
Gujarat. The study evaluated that perceived info, perceived enjoyment perceived usefulness,
safety and privacy are the five significant factors which influence the consumer perceptions
on online purchasing. The study stated that because of features like customization or
personalization of the websites, paying for products upon delivery (COD) and home delivery
etc the consumer of the both region of the city found more comfortable in online shopping.
Yen [2014] found that women were familiar with online shopping practice and had
purchased apparels at least thrice in two years. The study concluded that the consumers have
doubts in the product fitness and suitability and also they have doubts about the accuracy
of the information available on the websites, the product return policy and the privacy of
electronic payments. The study suggested that the worries about the fit and size of the
products avoided through checking the product reviews and consumer ratings of the product.
Osman et al., [2010] investigated the purchase perception, quality of the website,
gender of the respondents, educational background of the respondents on online shopping.
They revealed that the educational background of the respondents had a major influence
on the attitude of consumers in shopping online. The study viewed that 76% of online
consumers choose to buy through websites because of its easiness.
Kim and Damhorst [2010a] attempted to study the influence of the level of image
interactivity technology on consumer perception of online shopping. Based on this study
the results and model fit summary have reinforced in the online retailing environment the
pleasure-oriented conceptual model of consumer support behaviour.
Korgaonkar and Karson [2007] analysed the difference in risk perception of consumers

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towards internet shopping in Israel and the USA. The study pointed out that in the US when
anxious with physical safety women consider buying online, but Israeli women were very
precise in their consideration of choosing the type of website. The study revealed that than
women more men are concerned about chances for theft and online financial fraud.
Choi and Lee [2003] examined the difference between risk perception of the USA
and Korean consumers towards online shopping. The study found that there are differences
between Korean and USA consumers’ product choices.
Ranganathan and Ganapathy [2002a] investigated different factors affecting the
consumers’ perceived risk of online shopping. He found that perceived risk as a crucial factor
which determents consumers’ willingness to buy through online. The study revealed that
depending on the nature of the product purchased both experts and non-experts individuals
vary in their perceptions of risk.

2.2 PURCHASE INTENTION

Maruf et al., [2019] did a study to identify the perceived hazards and impact of perceived risk
on the intention to buy Consumer satisfaction-mediated online buying. The performance,
time, financial and psychological wagers contribute significantly to the risk perception in
online shopping. The study results demonstrate that clients would not be interested in
making repurchases from online web stores if they saw the shopping website as being
exposed to hazards. For verification and validation of the research model, the researchers
used Structural Equation Modeling (SEM). The resulting dimension of perceived online
purchasing risks is money, time, performance, psychological, physical, and social risk.
Do et al., [2019] found the main elements, i.e., accountable for affecting Vietnam’s
Consumers’ purchasing intentions, to be analysed. The study sample size was 349. This
study shows that perceived ease of use and perceived utility, together with transaction safety,
benefit Consumers’ purchasing activity. In addition, the research showed how demographic
variables such as age and wealth significantly affect Consumers’ buying behavior. Research
has helped to understand the shopping behaviour of Vietnamese online shoppers. This
research also highlights how online retailers are becoming more active and attractive to
Consumers in many growing economies and play an essential role in getting in-depth
knowledge of the Consumer’s buying intent to establish long-term business connections.

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 Bianchi and Andrews [2018] conducted a study entitled as "Consumers’ Perception
towards E-Shopping: Impact of Technology Acceptance Model on E-Trust and Repurchase
Intention" observed that online shopping facilitate rise to a new generation of consumers
who love to shop from online web stores. The study suggested that advanced exertions and
resources need to create high-quality website content to influence the behaviour of online
shopping consumers.
Abrar et al., [2017] have done a study to study the effects on online purchases of
perceived risk, such as "product risk, financial risk, risk of convenience and risk of delivery."
The purpose of the study was to identify the relationship between perceived risk and
purchasers’ intention online. Data from 200 respondents were acquired via a web-based
questionnaire. This study demonstrated that financial risk and product risk influence
Consumers’ online purchasing decisions in Pakistan. The perceived danger, financial risk,
and product risk, on the other hand, are moderately negative concerning the desire to buy
online. The study revealed that marketers strive to increase consumer confidence.
The association between perceived risk and online buying intention among young
professionals in Cavite City was researched by Dig et al., [2017]. They investigate the
intention of respondents to buy online, which is influenced by demographic profile and
perceived risk. This study focuses primarily on young professionals between 20 and 39
years of age. This report found that population characteristics such as sex, employment,
net monthly income, and social standing are not significantly linked to buying online and
imply that the respondents’ demographic profile does not affect their intention to buy online.
Perceived product, time, financial, delivery and social risk hazards are closely related to
online purchasing intentions. In addition, product risk has the most significant influence
on online shoppers’ purchase intentions. This survey concluded that sometimes young
professionals prefer to shop online.
Anitha [2015] studied the awareness and fondness of consumers in Chennai related to
online retailing. She analysed the different factors affecting consumer buying behaviour. She
found that compared to other age groups respondents belonging to the age group of 25-35
years were more motivated about online shopping. The study identified that the factors like
suitability, trust, apt prices, the capability to find more personalised gifts, choice of product
selection, home page and fun enhanced the consumer preference towards online shopping.
Rajayogan et al., [2015] studied the impact of demographic variables on consumers
buying behaviour. They identified that there was no significant difference between gender

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and their buying behaviour intention. The study identified that the consumer buying intention
was affected by income, age and occupation. The study concluded that the majority of online
shoppers were working males from the age group 26-30 years. Based on this study consumer
with higher income groups shopped more online than other income groups.
Jain et al., [2014] analysed shopping intentions of various age groups and income
levels. A total of 120 replies were obtained from the city of Indore to determine the results for
the purposes specified above. It was shown that the lower age group is most familiar with the
internet purchasing trend. In comparison, both online and offline shopping were shown to be
more confident among consumers under 45. Income, however, has been demonstrated to be
a negligible factor of internet shopping. Although internet purchasing was more accessible
to higher-income people, it was not a defining online shopping criterion.
A model of different factors in online shopping such as technology variables,
buy-intention variables, product variables, logistics variables, security, and price variables
was developed and tested by Kim and Byramjee [2014a] and whether those factors affect
the satisfaction level of online shoppers. The technology construct consists of ease of
navigation, security, and confidentiality; the intention of purchase consists of convenience,
confidence, easy money, time-saving, value as a variable, and the product factors consist of
variables such as product varieties, types, and brands. The logistics component comprises
variables linked to delivery services, security, and price variables such as safety measures and
online shopping cost-effectiveness. The researchers have tested the model that accompanies
these variables and found that convenience, time-saving, and delivery services are the most
significant factors for online shopping and improving online shopping satisfaction. In
contrast, the branding variable provides the least important structure for measuring the level
of satisfaction from online shopping. Online buying intentions of Consumers, safety, product
qualities, and price variables have moderating influence.
The study entitled ’Consumer impression of online purchasing,’ Sharma et al., [2014]
discovered that online shopping is in its growing phase in India. The main objective of the
study is to assess shoppers’ perspectives of online purchases. In addition, how to attract and
retain them. Researchers suggest marketing tactics such as promotion, Internet promotion,
public relations, and direct marketing to attract and keep online Consumers. Electronic
retail companies need to make online buyers more comfortable and provide services to help
them solve their problems. Services and brand differentiation implies for the digital world.
Client loyalty can easily be observed in traditional shopping, but it is challenging to find

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commitment when shopping online.
Sharma and Sitlani [2013] carried out a study to determine the elements attracting
clients to online shopping. Several aspects are shown in this research, such as time-saving,
a range of products, cost savings, 24x7 business structures, appealing offers, and reduced
pricing that can drive Consumers to online shopping. They also recognised several negative
characteristics such as lack of good product information, no privacy, and delay in the delivery
procedure as impediments to online buying.
Al Karim [2013] has examined the key variables motivating Consumers to make
decisions online. The Consumer’s purchasing decision depends on various aspects. The
components that encourage Consumers to decide online shopping include a Consumer’s
close-known conviction, efficient, authenticated product information, accessibility of the
perfect item, 24x7 Consumer service, range of products, brands, offers, practical value,
safe requesting framework, shopping fun, and so on. The major problems associated
with Consumers’ internet purchases are misrepresentation, hacking, and security. Online
buyers and online retailers are concerned about hackers and malware attacking the shopping
platform.
Salehi [2012a] conducted a study on online shopping in Malaysia. The study
identified that safety was identified as the greatest influencing factor that affected consumers’
behaviour while shopping online. The study concluded that factors such as promotion,
attraction, credibility, and originality were not affected by the online shopping intention
of the consumers.
Changchit [2006] studied the perception of consumers regarding online shopping. The
study mainly focused on the factors which determine consumersâĂŹ intentions towards
online shopping. He found that factors such as perceived risk, perceived advantage,
perceived ease of online shopping, past experience and perceived ambiguity were apparent
differently by the online and offline consumers. The study also realized the fact that online
group of consumers rated higher for perceived benefits, past experience and perceived ease
of online shopping.

2.3 BUYING BEHAVIOUR

In their empirical study, Rajesh [2019] recorded the main determinants and motivator
variables for online grocery purchases. Online web retailers in Karnataka, Bangalore city,

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were conducted semi-structured formal interviews by buyers of food products. They found
seven factors, i.e., comfort, safety, confidence, helpdesk, flexibility, customization, and price
discounts, that significantly impact the client’s online purchasing behavior. Researchers have
utilised descriptive analysis, exploratory factorial examination, and inferential statistical
approaches such as Chi-square analysis, correlation, and regression analysis to assess the
presented hypotheses. The study concluded that the online purchase of food goods is affected
by the demographic quality of clients, such as gender, marital status, age, family size,
education, and monthly income. Online Consumers have a favorable view of web stores
online. In addition, this study showed that saving time is the most important component in
inducing online purchasing behaviour and that confidence, security, and other critical aspects
influence the shopping behaviour of online Consumers directly and positively.
Rao et al., [2018] revealed important aspects affecting women’s online shopping. They
thought that the increase in internet penetration had revolutionised India’s online shopping.
In their study, they have investigated many aspects influencing online shoppers’ conduct. Six
aspects, i.e., consumer characteristics, confidence, product qualities, product characteristics,
experience, and circumstances for understanding women’s buying behaviour in the study,
have been principally explored. They uncover the six main factors: convenience, ease of use,
time efficiency, safety, usefulness, outward logistics, and feedback, which account for more
than 69% of the variance. The results show that convenience and ease of use are important
variables in enticing female Consumers to purchase online. At the same time, the website’s
design and characteristics offer Consumers essential information about online purchasing.
The security of online transactions and the supplier’s reliability are crucial elements for
building confidence in online buying for clients. Finally, they determined that female clients
are pleased about internet purchasing. Companies should focus on women between the ages
of 21 and 25. They also observed that the pace of growth of online shopping was high for
products like food (80%), tickets (26%), jewellery (25%) and scents (18%) since women
play an important role in the online purchase of these products.
Chaturvedi et al., [2016] have attempted to investigate Consumer buying behaviour
by evaluating a random sample of 404 Rajasthani consumers who have purchased garments
using the social e-commerce network system. This study aims to increase knowledge about
the marketing of clothes sales through social networks and find an important association
between searching for information, perceived risk and confidence in the buying conduct
of online apparel. The study results show that social network ads and promotions have

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a remarkable effect on the buying choice of online buyers for clothing. Facebook has a
considerable influence on online clothing retail purchasing behaviour in Rajasthan among
various social media outlets. Researchers say that trust is the key to buying apparel online in
Rajasthan. Perceived behaviour in the pursuit of risk and knowledge also plays a significant
part in online purchasing. However, its influence is less important than the trust aspect, a
necessity for individuals to use technological services. Finally, the researchers suggest that
trust plays the most important role in the online apparel purchaser’s behaviour, followed by
searching for information and danger.
Ashoer [2016b] explored the important influence on Consumers’ search and shopping
online. They noticed that the increased internet penetration provides huge opportunities
for e-marketing and made purchasing easier and easier to use. They investigated elements
that affect the behaviour of online purchasers and their interaction, which assist an online
marketer design efficient marketing tactics in converting potential Consumers into actual
Consumers. They conclude that the advantages of online shopping are cash on delivery
(COD) and the easy replacement of the merchandise. Before making the final buying
decision from online shopping, Consumers compare product qualities, prices, and after-sales
support to internet portals. The greatest obstacle to online Consumer buying is the absence
of facilities to evaluate the product before purchasing.
Al-Alwan and Al-Shirawi [2015] analysed the factors that affected the Consumers’
behaviour towards online shopping in Bahrain. They stated that with consumers’ attitude
trust and safety were correlated. The study concluded that the consumer’s attitudes towards
online shopping were related to the objective of shopping online.
Khan et al., [2015] conducted a study on the factors affecting the online shopping
behaviour of consumers in china. The study viewed that towards online shopping higher
income groups are less attracted. The study found that consumers with better education were
more motivated towards shopping online and the factors such as the risk of performance, trust
and security have a considerable influence on Consumer behaviour towards online shopping.
Jayasubramanian et al., [2015a] studied the consumer’s online shopping behaviour.
They revealed that the consumers prefer shopping form Flipkart followed by Amazon, eBay,
Myntra, Snapdeal and Olx. The study revealed that electronics and mobile phones are
the main items the consumers bought from these websites. The study concluded that the
mainstream of the consumers was satisfied with online shopping practices.

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 Ganapathi [2015] studied the factors affecting online shopping behaviour on the
purchasing decision of consumers. He found that security, suitability, website features and
time-saving were played a prominent role in the purchase decision of consumers.
Aruna and William [2015] observed that in India online shopping is significantly
inclined by various demographic factors such as age, gender, education and income. They
evaluated that valuation of online shopping behaviour of consumers helpful to contribute a
better understanding of online shopping behaviour of consumers.
Reddy and Srinivas [2015] studied the demographic factors on the online buying
behaviour of consumers. The study found that females from the age group of 20-30 years
purchase more frequently than males. They revealed that age, income, marital status and
education did not affect online shopping. The study viewed that the family size significantly
affected the online shopping behaviour of consumers.
Malhotra and Chauhan [2008] conducted a study on the problems and concerns of
consumers in online shopping. The study analysed that 38% of online buyers were younger
and in the age group of 20-30 years. The study found that online shopping consumers facing
many difficulties related to the security, quality of products and trust and privacy. The study
also found that the buying behaviour of consumers towards online buying practices affected
by factors such as awareness of product, protection related to online payment and Consumer
service.
Adnan [2014] conducted a study on the online purchasing behaviour of Pakistani
consumers. The study found that the factors such as perceived risks, hedonic motivation,
the design of the website and various psychological factors namely trust and security
factors affect the buying behaviour of online shopping consumers. The study specified that
psychological factors largely influence the online shopping behaviour of consumers.
Kandulapati [2014] conducted a study on various demographic factors. The study
pointed out that perceived enjoyment, perceived risk, perceived usefulness and perceived
easiness of us have an influence on the online buying behaviour of consumers. The study
found that on consumers’ online shopping behaviour the perceived risk had a negative effect
and the consumers were worried about the safety and their privacy. The study concluded
that online shopping consumers always fearing being cheated, delivery of lesser quality of
products and also the product return policy.
Suwunniponth [2014] found that design of the website, ease of use and usefulness
were the main factors which influence the buying behaviour of online shopping consumers

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and the security plays a significant role to enhance consumer’s trust in online shopping.
Mathew and Mishra [2014] observed that the factors such as information quality,
product range and after sales service are most favoured website attributes which significantly
affect the Indian online user behaviour.
Kim and Byramjee [2014b] feel that e-commerce benefits both Consumers and the
market as a whole. The online shop saves operating costs, improves customization, and
reduces communication costs. Online buying offers more options, like product comparison,
better shipping and a competitive environment. The main questions of Internet business are
competent management, range and coordination, the contracting edges of companies, digital
status, tax assessment, the legal framework, rivalry of value among online players and Indian
client behaviour.
Goswami et al., [2013a] examined the Consumers’ purchasing online behavior and
commented on the improvement in internet penetration in the country, cellphones became
available, and lifestyles have gotten hectic, leading to the new shopping. Even with a massive
population of young people and employees, eCommerce retailers enjoy the demographics of
Indians. What are the consumer expectations, fears, and phobias that the buyer thinks exactly
when he buys online that online businesses have to overcome. Therefore, the research
intends to examine the main aspects that an online shopper considers while purchasing a
product through online shopping centers. The survey results indicate that numerous elements
such as convenience, easy website navigation, experience, product details, and trust are the
main motivating factors that cause users to purchase online.
Dr.Gagandeep Nagra [2013] found that in online shopping demographic factors such
as age, gender, family size, marital status and income influence the consumers’ behaviour.
Based on this study the occupation does not have an influence on the online shopping
behaviour of consumers.
Ariff et al., [2013] revealed that quality of information, speedy availability of
information, availability of details and privacy and safety influenced the purchasing
behaviour of online consumers. The study concluded that the psychological factor such
as trust and security affect positively the behaviour of online shopping consumers.
Goswami et al., [2013b] examined the consumer’s behaviour on internet marketing.
Based on this study major portion of consumers were satisfied with online shopping. The
study found that 35% of consumers bought books followed by 30% of consumers who
bought clothing and 22% of consumers who bought products like electronics, pen drives

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and mobile phones etc.
Tsiakis [2012] conducted a study on the online shopping buying behaviour of the
consumer in the UK and Turkey. The study found that in both countries, online shopping
was more predominant in the age group of 21-30 years. The study examined that the
satisfaction level of consumers of UK shops more than consumers of Turkish counterparts.
The study identified the main problems of online shopping consumers such as lack of
security, inadequate product information, and not facilitates to physically try the goods
before purchase etc.
Javadi et al., [2012] investigated the perspective of Iranian consumers towards online
shopping. The study examined that financial risks and non-delivery risk negatively affected
the behaviour of Iranian online shopping consumers. The study concluded that the influence
of product risks and accessibility risk on consumer attitude towards online shopping was not
significant.
Jusoh and Ling [2012] conducted a study on consumers behaviour towards
e-commerce focused on online shopping. The study evaluated that among the age group,
occupation group and types of goods group there was no significant difference in attitude
towards online shopping. The study found that among income group there is a significant
difference in attitude towards online shopping.
Sultan et al., [2011] conducted a study on students from Gotland to know their
consumer behaviour towards online shopping. They found the influencing factor affect the
consumers to choose for online shopping such as the design of the website, suitability of
online shopping, time-saving and safety.
Jun and Jaafar [2011] studied the factors which influence consumer purchasing
behaviour in cyberspace, especially in China. The study revealed that factors affecting
consumers ’shopping behaviour are the safety of online shopping, prices and commercial
credits. The study also found that the designs of store, genders and education levels of
consumers are the secondary influencing factors in online shopping.
Boshoff et al., [2011] analysed the consumers’ attitude towards online shopping. They
found that there was a positive relationship between the attributes of online shopping. The
study also found that marketing mix and reputation were the two factors affect significantly
the consumers’ attitude towards online shopping.
Goi [2011] conducted a study on online transactions in Malaysia. According to his the
design of a website plays a crucial role in the success of a website. The study found that

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website design plays a vital role in consumers behaviour towards shopping online.
urRehman et al., [2011] found that features such as psychological, social and
emotional factors and privacy factors affect consumer’s online buying behaviour. The
study found that consumer buying behaviour affected by factors such as better prices, the
convenience of shopping and recommendation. They also found that two major reasons
namely security and privacy hesitate consumers to buy online.
Alam and Yasin [2010] stated that website design, website dependability, availability
of different products affect the consumer’s behaviour towards online shopping.
Alam et al., [2008] studied the online shopping behaviour of young Malaysian
consumers and found that young consumers play a vital role in online shopping. The study
found that depending on consumer service, faith and reliability there was a difference in
buying behaviour of the consumers. The realized the fact that the increased usage of the
internet by young generation caused for an emerging prospect for online retailers.
Hirst and Omar [2007] found that women are aware of discouraging features of online
buying and they are still motivated to buy products online. The study pointed out that online
shopping was convenience, usefulness, ease of use affect positively the buying behaviour
of women towards online shopping and lack of security, lack of privacy of information and
online fraud affect negatively.
Park and Stoel [2005] studied the amount of perceived risk depends on the consumers
online shopping behaviour. The study found that the consumer’s ’subjective elucidation’ of
the uncertainty related to the online shopping environment.
Gordon&Bhowan [2005] examined online shopping consumers behaviour in South
Africa. They found due to security and difficulties with the online website in terms of
navigation many consumers were reluctant towards online shopping.
Lee and Littrell [2005] studied consumers shopping values and website belief. The
study found that the website with regard to retailing both directly and indirectly influences
consumers’ target. The study found that elements of TRA such as trust structures as
determinants of attitudes. The study concluded that the attitudes act as determinants of
behavioural purpose.
MonsuwÃl’ et al., [2004] conducted a study on the consumer attitude towards
shopping online. The study identified that ease of use, usefulness and pleasure mainly
affect the consumers’ attitude towards online shopping. The study also revealed that
external factors such as demographic factors, features of the products, situational factors,

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previous experiences while shopping online, and belief in online buying influence the
buying behaviour of online consumers. The study concluded that security was an important
psychological factor that influenced the Consumer’s attitude towards online shopping.
Jayawardhena [2004] studied the role of personal values in online shopping behaviour.
The study found that personal value such as self-direction values, enjoyment values and
self-achievement values were highly connected to attitude towards e-shopping. The study
concluded that individual attitude was a direct conjecturer of e-shopping behaviour.
Ranganathan and Ganapathy [2002b] found that security had maximum impact on
consumers behaviour towards online shopping followed by privacy, website content and
website design.
Gerber et al., [2014] studied consumer behaviour towards online shopping. They
found that during an online purchase if a consumer perceived risk, they adopt plans to
decrease risk until it becomes acceptable. The study also stated that the consumer ascertained
the risk related to online purchasing they may withdraw their purchase decision.

2.4 CONSUMER SATISFACTION

Vikash and Kumar [2017] investigated the impression and the motivations for online
purchasing of buyers and if buyers prefer online shopping or traditional shopping.
Through a questionnaire, they obtained primary data from 100 Kurukshetra respondents.
Factor analysis statistics are used to assess the relationship between online shopping’s
characteristics and other elements that affect client perceptions. They believed that
online Consumers consider the quality of the product a significant worry as they have
no opportunity to feel and touch the thing before they buy it online. Other perception
characteristics such as ease, satisfaction, and product availability greatly influence online
buyers’ perceptions. They determined that clients are satisfied with internet buying and map
a clear picture in their minds.
Ludin and Cheng [2014] found that only e-service quality and information quality had
an effect on consumers’ satisfaction. They viewed that consumers satisfaction had a positive
influence on e-loyalty.
In contextual research, Agift et al., [2014a] recognised the characteristics that
influence Consumer happiness and trust in online shopping. The study found that the
confidence and happiness of online purchasing are significantly affected by website design,

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convenience of use, price and discounts, quality of service dimensions, adaptation, security,
and responsiveness. These factors illustrate the favourable correlation with online shopping’s
overall trust and satisfaction. Online shopping gives Consumers more happiness if they have
better design of the website and easier navigation across pages. Online shopping offers
and discounts are seen by Consumers the same, however, online shoppers perceive online
shopping services differently.
Makwana et al., [2014] concluded that an online shop does not necessitate the physical
presence of a business or shopping center to acquire products or services. The study
compares their perspective of online purchasing by graduate management students based
on sex, i.e., online shoppers for men and women. The survey found that male and female
graduates have different perceptions about online buying. The study’s conclusion also
reveals that simplicity of use, product information, security and privacy in webshops, and
website satisfaction are influencing elements that affect consumer perceptions of online
buying.
Bashar and Wasiq [2013] examined how online marketers have a unique idea of
satisfaction and e-loyalty. In addition to enabling improved transaction processes, it is stated
that a website includes service quality. It was shown that emotional status in online buying
has a highly favorable impact on client loyalty. They expressed that Consumers perceived
significant danger from online buying yet continue to purchase things online because they
like to shop online. In addition, it was revealed that consumer loyalty and perceived risk are
produced from an emotional state. The report also advises that organisations should work
on their Brand Image and assure the safety of services on their websites.
Kim and Damhorst [2010b] found that in order to achieve better satisfaction levels of
consumers in online shopping high-quality apparels and good Consumer service should be
ensured by online retailers.
Dennis et al., [2007] found that the internet has got a high shopping perspective. The
study stated that the online shopping is very advantageous to the retailers which don’t have
access to physical shopping stores and online shopping is disadvantages for that group which
has no access to the personal computers and internet connectivity. The study pointed out that
the consumers who have access to e-shopping get satisfaction in the form of the shopping
experience. The study also found that improvement of online shopping will result in a
decline of a number of physical stores available. The study suggested that in future action
research must be carried out which will reveal practical assistance of it.

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 Gwo-Guang and Hsiu-Fen [2005] developed a research model based on the
relationship among various e-service quality dimensions such as consumer satisfaction and
purchase purposes. The study observed that dimensions such as web design, consistency,
trust and approachability affect overall e-service quality and consumer satisfaction. The
study concluded that personalization dimension does not depend on e-service quality and
consumer satisfaction.
Shih [2004] found that towards e-shopping apparent ease of use and perceived
usefulness of trading online had a vital effect on the attitude of a person. The study also
found that perceived ease of use mainly affects perceived ease of use of trading online. The
study concluded that user satisfaction and perceptions of information system and service
have a significant influence on user acceptance and satisfaction.
Celsi and Gilly [2003] suggested that the factors such as website design, dependability,
security and consumer service are the strongest conjecturers of Consumer satisfaction,
loyalty and attitude towards the website.

2.5 REVIEWS ASSOCIATED WITH ONLINE SHOPPING

The article "What drives the online grocery business?" was presented by Etumnu et al.,
[2020] at the Agricultural and Applied Economics Association Annual Meeting in Atlanta.
They projected that the United States’ online market for food would amount to 100 billion
US dollar in 2022 and that the country’s leading food merchants would rise. They wanted
to analyse in their study the driving forces behind the development of online grocery
shopping. They have collected information from 985 internet buyers from the United States
from a variety of socio-economic populations. You find that the age of the Consumer,
web-based buying, and taking youth to shop are the primary motivations for online food
purchasing. In addition, internet purchasing motivates consumers’ sense of convenience,
relative costs, service quality, and food safety. These results may be necessary for retailers
and policymakers who have choices identified for online buying for food items.
The attitude of the consumers of online shoppers of Dhaka City, Bangladesh, was
researched by Rahman et al., [2018]. The study shows how online buying has proven
to be an altogether new purchasing medium and how this technology influences ordinary
people’s lives. This study also highlighted why Consumers are reluctant to shop online.
Research is undertaken to study the thinking of internet shoppers by the data obtained from

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a questionnaire shared by 160 people from Dhaka City. How people purchase online to
save their time is an attempt to understand. The research shows how both sexes like and
dislike several elements, from home delivery service to intangibility in inspecting a product
or service from an internet purchase. In addition, the research shows the process a buyer
follows by acquiring information from social media, websites and buying online shopping.
Cash on delivery was also the ideal payment method for consumers, together with the most
prominent cause of concern, the security of information at the payment gateway.
Sharma [2017]) in her study entitled "A Study on Consumer Perceived Risk
towards Online Shopping in Selected Cities of Gujarat State" found that in comparison
to performance and privacy risk on consumer financial risk, social risk, time risk and
psychological risk has more influence. The study viewed that in the context of Gujarat State
developed an empirical model of perceived risk has an additional effect on the perceived risk
factors.
Kumar and Sobha [2016] conducted a study on consumers’ attitude towards online
shopping. The study focused on the Palakkad district in Kerala. The study resulted that 61%
of the respondents had a positive attitude and 39% of respondents showed a negative attitude
towards online shopping. The study pointed out that online shopping saved time, can shop
at any time of the day, online shopping was not risky and online shopping ensures accurate
description.
Shalini and Kamalaveni [2015] in his study entitled "Netizens’ Attitude towards
Online Shopping - a Study in Tamilnadu" found that a maximum of 69.5 per cent of the
online shopping consumers is under the age group of 21-30. And also found that from 1 hour
to 2 hours per day maximum of 41.2 per cent of the shoppers is surfing the internet. The
study suggested that online stores should keep secrecy and privacy in keeping Consumers’
database.
Jayasubramanian et al., [2015b] spoke about Mobile E-fast Commerce’s development,
which generated stimulating new chances for the online retail sector. Shoppers online now
use their smartphones a day to buy a product or service. Online shopping companies have a
tough e-commerce rivalry. Instead of PCs, online buyers utilise wireless electronic gadgets
to buy stuff. The expansion of mobile trade gives various opportunities to combine online
services with an online experience. Mobile applications and wireless electronic devices
climbed to 40 percent in 2014. In the last three years, the use of mobile business applications
has increased about seven times.

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 Srivastava et al., [2014] have researched many characteristics that prevent clients from
shopping online to find obstacles to online shopping. This study shows that safety concerns,
technological complexity, a lesser awareness and no experience of online transactions, the
absence of information on the return and guarantee process, online theft, and transportation
expenses are the variables that demotivate buyers to purchase from web businesses.
Agift et al., [2014b] found that the respondents retrieved the internet daily for their
work-related queries and they rarely use the internet for shopping online. The study pointed
out that the factors like saving time, suitable shopping, information about the products and
easy comparison of prices are very helpful for the consumers. The study concluded that the
convenience of shopping and the availability of detailed product information attracted the
consumers towards shopping online.
Babar et al., [2014] found that usefulness was the factor which more significantly
attracts the consumers towards online shopping, followed by ease of use and financial risk.
Singh [2014] studied the attitude of consumers in the usage of Flipkart for shopping
online. The study identified that the younger generation in the age group of 18-25 years was
more attracted to online shopping. The study found that the respondents were satisfied with
shopping online from Flipkart. The study also found that online consumers were interested
in buying apparel online such as clothing range along with accessories and electronics. The
study viewed that online shopping consumers preferred shopping online on a weekly basis,
during discounts and festive seasons.
Bhola [2014] have researched many characteristics that prevent clients from shopping
online to find obstacles to online shopping. This study shows that safety concerns,
technological complexity, a lesser awareness and no experience of online transactions, the
absence of information on the return and guarantee process, online theft, and transportation
expenses are the variables that demotivate buyers to purchase from web businesses.
Abraheem et al., [2014] tried to study the impact of gender on Consumers’ purchases
online. This study has shown that men are more interested in purchasing online than women.
Females are regarded as pleasant and social internet buying. At the same time, males are seen
as unpleasant internet buying. Male clients are more in danger than female Consumers, who
are more concerned with confidentiality and security of payment.
Jayakumar [2013] studied the approach of consumer towards internet shopping in
Chennai city of Tamil Nadu. They identified that approach of consumer towards internet
shopping was connected to age, gender and monthly income, these factors showed a positive

36
effect on the consumers approach the study also found that the factors such as educational
qualification, size of family and nature of family negatively influence the approach of
consumers towards online shopping.
Bertea and Zait [2013] expressed that online purchasers were typically satisfied with
the product range and package packaging, shipping services, payment processes, and
online web-store after-sales services. Consumers aren’t sure about product pricing and
quality when purchasing online because online products are sometimes more expensive than
traditional markets, and products delivered can differ from the product that Consumers have
ordered online. Online buying sites should make the price and after-sales factors more
important. In this period of rivalry, online retailers have to focus on consumer loyalty to
maintain existing clients and provide new discounts and offerings to attract further clients.
Richa [2012] found that in India age does not affect online shopping. The study viewed
that females buy more frequently than males. The study concluded that marital status and
income does not affect online shopping.
Nazir et al., [2012] stated that the consumers worried about shopping online because
they are concerned about the security offered by the websites when they paid for the products.
Based on this study the consumers worried about sharing their personal details such as full
name, date of birth and address. The study viewed that online shopping consumers worried
to share financial information like account details for buying online.
Nepomuceno et al., [2012] studied the relationship between intangibility and perceived
risk in North America. Based on the study privacy and system security are formed as worries
for online shopping environment. The study found that product inaudibility and privacy
anxiety caused for negative impact in online shopping.
Salehi [2012b] conducted a study on perceived security risk. The study found the
major reason for decreasing consumers’ willingness to e-business is perceived security risks.
Yoruk et al., [2011] investigated that most important reasons to shop were because of
the obtainability of detailed product information, home delivery, product quality, suitability
and lower prices. The study found that online consumers showed a positive approach.
Jahankhani [2009] verified that when the consumer is engaged with any kind of buying
situation, they always perceive a certain level of risk. He also defines that risk perceived by
the consumer is a function of two variables i.e. the number of consequences and individuals
feeling of prejudiced certainty of failure and success.
san martÃŋn and Camarero [2007] studied the difference between the profile of

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individuals who shop online for personal reasons and those who shop for professional
reasons. The study evaluated that online shopping is suitable for children also because high
incomes and large internet experience often shop online for personal purposes. The study
found that for professional purposes young men with large internet experience are more
likely to shop online.
Cyr [2007] proposed an e-loyalty model. The study pointed out that the impact of
varied conditions of social presence in a B2C e-service context. They stated that the effect
of gender on hedonic elements of the e-loyalty model.
Zolkepli and Kamarulzaman [2007] in his study explored consumer’s adoption of
e-shopping in the UK travel services. The study found that the relationship among primary
TAM concepts is reliable with those typical in previous TAM research. The study concluded
that on TAM elements and e-shopping adoption personal characteristics have a positive
impact.
Zhou et al., [2007] proposed a model with the perceived outcome, online experience,
shopping inspiration, gratification, shopping location and consumer demographics.
Allred et al., [2006] analysed the consumer profiles through descriptive statistics,
graphs and radar charts. The study pointed out six segments and three sections resist online
shopping. The study found that security concerns and technological incompetence hinder
users from engaging in e-exchange.
Demangeot and Broderick [2006] tried to evaluate consumers’ experience on
e-shopping. The study realized that product presence, context awareness, visual impact and
site-user indulgent are related and affect the decision of shopper.
Farag et al., [2006] found that e-shopping is influenced by internet involvement,
socio-demographics, and attitude towards in-store shopping. The study found that US
consumers prefer online buying very less. The study pointed out that Dutch consumers
choose online buying as travel time was very less for them. The study found that online
buying and in-store shopping has a complementarity relationship.
Chang and Chen [2006] tried to study the areas that would aid in developing a better
understanding of consumers’ decision to buy online. The three major categories of the
variable identified through the study are 1) perceived features of the web as a sale channel;
2) features of website or products and 3). features of consumers
Lu et al., [2005] conducted a study on threats in online shopping. The study found that
online technology and applications have to make necessary arrangements to avoid security

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threats such as viruses, crackers, worms, password inhaling and deceiving, breaches of
personal privacy, theft of fund and hackers attacks.
Wang and Emurian [2005] presented a trust-inducing interface design framework
based on existing literature. The paper revealed that interface designs can raise an optimal
level of trust from the e-shoppers.
Lim and Dubinsky [2004] studied consumers’ attitude toward online purchasing. They
found that marketing and consistency attributes of e-store website have a positive influence
on attitude towards e-shopping. The study pointed out that interactivity and navigation are
not related to the attitude of consumers towards e-shopping.
Vijayasarathy and Jones [2004] tried to extend TAM by introducing factors such as
compatibility, confidentiality, security, normative principles and self-efficacy. The study
stated that compatibility, usefulness, ease of use and security were the backgrounds of
attitude towards e-shopping.
Ahuja et al., [2003] found that the major reasons for students to prefer online shopping
were the convenience, followed by better prices and time-saving. The study viewed that
convenience and Consumer service were found to be the primary motivating factor and the
lack of these factors acts as great difficulty in online shopping.
Merrilees and Fry [2003] studied about e- trust in Australia. They found that the nexus
between e-trust and interactivity apply to both the pure ’click’ and ’brick’ e-retailers.
Pavlou [2003] identified that Perceived risk has a negative association with consumers’
online purchase intents. The study also noted that perceived risk has a characteristic to make
a confine aspect of consumers’ willingness to contribute to online shopping.
Henderson and Cowart [2002] tried to study whether web content might improve the
quality and quantity of information available to the sellers and buyers. The study found
that residential websites have more informational content than commercial websites. The
study also revealed that there is no significant difference between user friendliness and
functionality offered by residential and commercial real estate websites.
Kaufman-Scarborough and Lindquist [2002] conducted a study on e-browsing and
re-purchasing. The study found that from non-store channels such as the internet, television
infomercials, advertising and print catalogues internet differ in their use of multi-channel
options and provide more convenience to the consumers.
Karunamoorthy et al., [2002] evaluated the factors that influence e-loyalty in online
shopping. The study found that the factors such as cultivation, customisation, contact

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interactivity, care, community, suitability, choice and character significantly affect e-loyalty.
The study found that character and care affect most highly than other factors towards
e-loyalty. The study concluded that word of mouth and willingness to pay more effect
significantly on e-loyalty.
Ranganathan and Ganapathy [2002c] revealed that product characteristics affect
consumers’ aim to use the internet for shopping. The study found that purpose to shop
online differs from the tangibility of the product.
Allen and Fjermestad [2001] conducted a study on integrated four e-commerce models
with traditional marketing concepts such as product, promotion, distribution and price They
focused on to develop a new framework for e-commerce.
Cox and Dale [2001] conducted a study on e-commerce. The study found
during online shopping the lack of human communication makes the worries related to
politeness, competence, cleanliness, usefulness, care, comfort and openness, assurance
and flexibility. The study found that convenience, communication, trustworthiness,
understanding, appearance and availability have more relevant in case of e-commerce.
KoivumÃd’ki [2001] conducted a study on the willingness of consumers to
e-commerce and also assessed the awareness level of the consumer about the security
measures will take while online transactions. The study pointed out that during an online
transaction consumers’ credit card information has been easily shared by IT consumers than
HR consumers. The study also viewed that during e-transaction IT consumers were more
alert of awareness of the information security measures.
Bellman et al., [1999] studied online shopping and its impact on consumer purchase
conduct. The investigation revealed a favourable connection between advantages of online
shopping the number of times buying is done.
Bailey and Bakos [1997] identified that the perceived risk act as one of the main cause
for consumers stops shop online. He argued that perceived risk originates from consumer
uncertainty. The study concluded that in internet shopping perceived risk occurred because
of consumer uncertainty.
Bettman [1973] differentiate perceived risk in two types: inherent and handled risk. He
found that inherent risk means a risk before consumer applied risk reduction strategies. He
also found that handled risk is a risk occurring after the consumer has applied risk avoidance
strategies.

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2.6 RESEARCH GAP

Over the years there has been a rigorous augment in the habit of the internet in the
process of buying goods and services from merchants who sell on the Internet. Online
shopping has to turn out to be trendy among people; they have become techno-savvy and
experience very contented in using the internet. Hence, after seeing the subject matter with
great importance, various studies related demographic factors of online shopping behaviour,
factors affecting online shopping, consumer preference for shopping online, the influence of
website attributes on buying behaviour, factors keep in mind while shopping online, factors
affecting consumer’s satisfaction and e-loyalty were done by the researchers. But the studies
related to consumer Perception were done micro level only. In recent decades the problems
of consumers are increasingly in online shopping. So online shopping has been flattering a
drift and is needed to make a study on online shopping usage and perception. So a detailed
study about consumers Perception towards online shopping is very essential. The core of
this research is to study the perception of the customers towards online shopping.
This chapter summarizes some of the existing literature available on consumer
perception towards online shopping. In this chapter, key variables like purchase intension,
buying behavior, consumer satisfaction are described and identified after the extensive
review for the study. Finally, on the basis of literature review, the research gap is identified
and states the research question for the study.

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