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The Indian retail industry as the fifth largest in the world consists of unorganized and organized areas. The retail industry in India has grown rapidly in recent years and although the growth rates are forecast to decelerate, e-tailing will make it remain very strong. Comprising of a share of 6.48% of the overall e-Commerce market in India (Ecommerce India 2011 report, Research on India), e-tailing (e-retailing or electronic retailing or online retailing) was worth $ 590 million in 2011. Edelweiss Securities projected tremendous growth potential of e-tailing in the recent years as much as $ 12 billion by 2016. This growth of the Indian retail industry is contributed the new generation of consumers and the technical boom called the Internet. This growth is better seen in the last two years. The better picture is given by the following figure:
The various types of products available through e-tailing have gone limitless with new ones added day-by-day. Some of the categories are listed below:
(Source: IAMAI; Netscribes Analysis; Times of India Online stores see growth from non-metros & villages, Apr 2011)
According to IMRB & IAMAI research report on Digital Commerce (2011) the component share of e-tailing is mostly ruled by computer & peripherals and cameras & mobiles with 36% and 25% of the total share.
Dataquest in collaboration with SapientNitro and JuxtConsult released a research report in 2011, wherein they revealed the top 20 e-tailers operating in India.
(Source: Dataquest)
1.2.2 Expanding Indian retail webosphere The e-commerce business has brought a revolution in the shopping model of India. Towards the end of 2009, there was an increase in online retail websites in the country both for single brand and multi brands. These sites sold retails at slashed prices targeted to the middle class household who generally are reluctant to buy expensive brands in stores. This rise was accounted for the changing face of industry and lifestyle transformation of Indians. For instance, the online apparel category continues to top the list of high performers in e-commerce, a study by Technopak Advisors, a consulting firm, reveals this segment will now grow almost ten-fold to nearly Rs 7,000 crores by 2015 pushed by Gen Z who already number 7.4 million. Gen Z interestingly known as the Net Generation has been held responsible for the increase in sales of products on the internet and making e-tailing a favorite spot for private equity investments. In the last two years, the Rs 650 crores garment e-retailing business alone on the internet has attracted investments worth $70 million i.e. 40 per cent of the total funding Indian e-retailers bagged during the period. In fact, the recent inflow of private equity investment firms into many start-ups is an indication that the e-tailing platform is reaching a tipping point fast. For instance investment giants like Tiger Capital, IndoUS Venture Partners, Helion Venture Partners, Sequoia Capital and Accel India have invested in the range of $5 million to $52 million in portals like Letsbuy, Flipkart, FashionAndYou, Yehbhi, and Snapdeal. Apart from selling apparel, these e-retailers offer everything from gadgets to diamonds and shoes to stationery. They are not leaving any stone unturned to woo their customers by keeping no restrictions on opening or closing hours. Thus, what started with designer clothes has quickly branched out to travel, restaurants, home decor and even kitchenware, indicating that there is plenty of room for all sorts of products and services to be sold this way.
TRUST
INCOME
Parikh, Darshan (2006) found that the demographic indicators such as age, gender, income, and ethnicity are the accurate indicators of who shops online. He suggested that due to low penetration of the Internet in India, the internet shopping is in its nascent stage in India. He also studied the relationship between actual and intended online shopping experience and various demographic indicators.[1] Li, Na & Zhang, Ping (2002) found that personal characteristics,
vender/service/product characteristics, and website quality significantly affect online shopping attitudes, intention, and behavior. They implied that more appropriate consumer groups, improving product and/or service quality, and improving website quality positively influence consumer attitudes and behavior, potentially leading to increased frequency of initial purchase and repeat purchases on the part of consumers.[2] Delafrooz, Narges et. al. (2010) found through a survey that the most significant determinants of consumers attitudes towards online shopping are utilitarian orientation, convenience, price, and a wider selection of products.[3] Young Ha & Stoel, Leslie (2004) suggested how general innovativeness is related to Internet shopping based on Rogers' innovation decision process. Due to the newness of Internet shopping, consumers' general innovativeness may influence the adoption of Internet shopping among young consumers. The results show that general innovativeness is related to Internet usage for information search, but not to actual purchase.[4]
Noort, Guda Van et. al. (2007) examined the impact of shopping context on consumers risk perceptions and regulatory focus. They found that individuals perceive an online (vs. conventional) shopping environment as more risky and that an online shopping environment, by its risky nature, primes a prevention focus.[5] Samadi, Mansour & Yaghoob-Nejadi, Ali (2009) compared the perceived risk level between Internet and store shopping, and revisited the relationships among past positive experience, perceived risk level, and future purchase intention within the Internet shopping environment. They revealed that consumers perceived more purchasing risk from the Internet than from the store. A more positive online shopping experience led to consumers less perceived purchasing risk level in the Internet. And a higher perceived risk led to less future purchasing intention from the Internet.[6] Shergill, Gurvinder S & Chen, Zhaobin (2005) found that website design, website reliability/fulfillment, website customer service and website security/privacy are the four dominant factors which influence consumer perceptions of online purchasing. They categorized online buyers into four types; i.e., trial, occasional, frequent and regular online buyers, who perceived the four website factors differently.[7] Rishi, Bikram Jit (2008) found that the use of Internet is catching up and online shopping is considered as a relevant alternative channel for retailing in India, and it is now important part of the retail experience. He highlighted that convenience, accessibility, scope, attraction, reliability, experience and clarity are the important factors considered by the online shoppers. He also found that factors affecting the online shopping in India are similar to those of worldwide but some of them are specific as the
penetration of IT and its adoption in India have been slow such as scope and accessibility.[8] Seock, Yoo-Kyoung and Chen-Yu, Jessie H. (2006) through factor analysis identified five website evaluation criteria for internet shopping (i.e. product information, customer service, privacy/security, navigation, auditory experience/comparison
shopping). Based on shopping orientation factors, using cluster analysis they revealed three shopping orientation clusters (i.e. hesitant in-home shoppers, practical shoppers, involved shoppers). Their study showed that website evaluation criteria were signicantly different among consumers with different shopping orientations and between online information searchers and online purchasers.[9] San, Lim Ying; Jun, Wong Wan; Ling, Tan Nya and Hock, Ng Tuan (2010) examined the perspective of Generation Y and reported that reliability/prompt responses, ease of use and access are significantly correlated with perceived online shopping service quality.[10] Yang, Ming-Hsien; Chandlrees, Natalyn; Lin, Binshan and Chao, Hung-Yi (2009) investigated that trust is the key factor to success of e-commerce. They reported that consumers trust the e-commerce vendor on the basis of the privacy policies it follows and also the appropriate description of products it provides through the website.[11] Lee, Khai Sheang and Tan, Soo Jiuan (2003) reported that consumers perceived risk of products and services and the retail context utility are the important factors that affect the consumer choice of shopping on-line or in-store. They also added
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that consumers mostly shop for well known brand online and also prefer purchasing from reputable retailers.[12] Sun Lu (2009) found that although convenience being an advantage of online stores, consumer confidence in transactions, payment mechanisms and mode of receipt of commodities can play an important role in disrupting the overall trust and thus affect the online purchase process. He also found that two factors are operational in developing confidence, which he termed as pre-factors (brand, safety) and post factors (after sales service).[13]
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The reason behind choosing the descriptive research design is as follows: 1. The study demands the description of characteristics of the e-tailing and consumers perceptions regarding the same. 2. The study also demands estimation of the proportion of the units of the population that exhibit the same attitude towards e-tailing & related aspects. 3. The study focuses on determination of the perceptions about purchase over internet influencing variables. 4. The study also focuses on determining the degree of association of the purchase related variables. 5. Finally, the study is directed to generate specific generalizations.
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a. H1a: Perceived trust b. H1b: Perceived confidence c. H1c: Perceived experience d. H1d: Perceived social influence (2) Hypothesis 2 (H2): Customers intention to shop online is positively influenced by personal factors such as income & occupation. (3) Hypothesis 3 (H3): Customers age negatively influences the intention to shop online.
3.5 Participants
The participants or the sample for the study was determined keeping in mind the type of research design employed. As our study was a descriptive research the type of sampling employed here was non-probability sampling and more specifically convenience sampling. To calculate the sample size Cochrans formula (Bartlett, James E. et. al.; 2001) was used.
Where n0 = sample size. Z = standard normal variable. The value of Z from the table for a confidence level of 95% is 1.96. e = desired level of precision/error (assumed as 0.07) p = estimated population of an attribute that is present in the population; with the
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assumption of a large population and unknown variability in the proportion, we usually assume a value of 0.5 (maximum variability). q = 1 p. Thus, the value of n0 is found out to be,
Since we dont have a specific estimate of our population who are associated with internet shopping (infinite population) in Delhi/NCR so the above value of n0 is our sample size.
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type of respondents and the objective of the study. The format of the questionnaire was divided into 2 parts: 1. General information (consumer demographics) (Q1 to Q4). 2. Questions related to online shopping (Q5 to Q11). A Likert scale with five response categories ranging from strongly agree to strongly disagree would be employed to obtain responses.
3.9 Limitations
The study was limited to Delhi/NCR and the respondents available over internet (Facebook and other social networks) were of prime concern. The study provides only generalizations. The biasness in responses cannot be ruled out.
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a. Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach's Alpha .906 N of Items 15
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4.2.2 Respondent Profile Out of 196 questionnaires administered, 177 questionnaires were collected back (Response rate = 90.3%). The data collected showed that our respondents were dominated by males
comprising of 16.95%.
The most prominent age depicted by the sample was between 21 and 40 comprising of 88.7% and rest being below 20, 6.21% and above 40, 5.08%.
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As
per
the
data
consisting of 50.85%.
As
per
the
data
most of the respondents followed by students (33.33%), business/selfemployed (7.91%) and unemployed/homemake rs (3.39%).
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4.2.3 Cross tabulations Cross tabulations was used to determine the gender differences with respect to etailing. Firstly, gender was cross tabulated with average usage of internet, which depicted that males are more net-savvy than females comprising of 83% of the sample.
Gender ? * What is your average usage of internet per week? Crosstabulation Count What is your average usage of internet per week? Less than an hour Gender ? Male Female Total 7 2 9 1 hour to 10 hours 36 6 42 10 hours to 20 hours 41 14 55 More than 20 hours 63 8 71 Total 147 30 177
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Secondly, gender was cross tabulated with internet shopping websites visiting frequency which showed that males are more aggressive in visiting these sites comprising of 83% of the total sample.
Gender ? * How frequently do you visit internet shopping websites? Crosstabulation Count How frequently do you visit internet shopping websites? 1-3 times / Everyday Gender ? Male Female Total 21 2 23 1-3 times / week 56 0 56 month 36 8 44 1-3 times / year 30 20 50 Never 4 0 4 Total 147 30 177
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Thirdly, gender was cross tabulated with the frequency of search for products over the internet. It was found that males dominated in the extent of searching for online products.
Gender ? * Over the past 1 year how much have you searched about products over the internet? Crosstabulation Count Over the past 1 year how much have you searched about products over the internet? More than 10 Never Gender ? Male Female Total 14 0 14 1 5 times 35 24 59 6 10 times 40 0 40 times 58 6 64 Total 147 30 177
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Finally gender was cross tabulated with the frequency of purchase over internet, which depicted that males are more interested in making online purchases.
Gender ? * Over the past 1 year how much product purchase have you made over the internet? Crosstabulation Count Over the past 1 year how much product purchase have you made over the internet? More than 10 Never Gender ? Male Female Total 30 8 38 1 5 times 45 22 67 6 10 times 34 0 34 times 38 0 38 Total 147 30 177
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The cross tabulation between the search for products and the purchase of products over the internet showed that a majority of sample depicted that there is a proportional relationship between the search for and the purchase of products over the internet.
Over the past 1 year how much have you searched about products over the internet? * Over the past 1 year how much product purchase have you made over the internet? Crosstabulation Count Over the past 1 year how much product purchase have you made over the internet? 1 5 times 0 33 22 12 67 6 10 times 0 4 18 12 34 More than 10 times 0 2 0 36 38
Never Over the past 1 year how much have you searched about products over the internet? Never 1 5 times 6 10 times More than 10 times Total 14 20 0 4 38
Total 14 59 40 64 177
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4.2.4 Multiple Regression Analysis Multiple regression was used to determine the influence of the 4 identified perceptual factors (independent variables) on the intention to shop online (dependent variable). 4.2.4a Intention to shop regressed with perceived trust
Model Summary Model R R 1 .397
a b
Change Statistics Adjusted R Square .123 Std. Error of the Estimate .832 R Square Change .157 F Change 4.511 df1 7 df2 169 Sig. F Change .000
Square .157
a. Predictors: (Constant), I often come across of ads of internet stores, Internet stores price products reasonably, Internet stores provide personalized products, Internet stores truly understand latest trends, Internet stores provide timely delivery of orders, Internet stores provide good value & service, Internet stores sell known brands b. Dependent Variable: Do you intend to purchase from internet stores in future?
F 4.511
Sig. .000
a
a. Predictors: (Constant), I often come across of ads of internet stores, Internet stores price products reasonably, Internet stores provide personalized products, Internet stores truly understand latest trends, Internet stores provide timely delivery of orders, Internet stores provide good value & service, Internet stores sell known brands b. Dependent Variable: Do you intend to purchase from internet stores in future?
Table 10: ANOVA table of perceived trust model The regression analysis showed that the computed p-value (0.00) is lower than the significance level of 0.05, so it was inferred that the null hypothesis is rejected and the
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alternate hypothesis (H1a) is accepted. Thus there is positive influence of perceived trust on the customer intention to shop online. 4.2.4b Intention to shop regressed with perceived confidence
Change Statistics Adjusted R Square .065 Std. Error of the Estimate .858 R Square Change .087 F Change 4.047 df1 4 df2 170 Sig. F Change .004
Square .087
a. Predictors: (Constant), Transactions made over internet stores are secure, I am comfortable with shopping over internet, Internet stores have good reputation, Internet shopping is hassle-free b. Dependent Variable: Do you intend to purchase from internet stores in future?
F 4.047
Sig. .004
a
a. Predictors: (Constant), Transactions made over internet stores are secure, I am comfortable with shopping over internet, Internet stores have good reputation, Internet shopping is hassle-free b. Dependent Variable: Do you intend to purchase from internet stores in future?
The regression analysis showed that the computed p-value (0.004) is less than the significance level of 0.05, so it was inferred that the null hypothesis is rejected and the alternate hypothesis (H1b) is accepted. Thus there is a positive influence of perceived confidence on the customer intention to shop online.
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Change Statistics Adjusted R Square .191 Std. Error of the Estimate .799 R Square Change .205 F Change 14.829 df1 3 df2 173 Sig. F Change .000
Square .205
a. Predictors: (Constant), Internet stores elevate the traditional shopping experience, Internet stores provide replacement options, Internet shopping is value for money b. Dependent Variable: Do you intend to purchase from internet stores in future?
ANOVA Model 1 Regression Residual Total Sum of Squares 28.431 110.563 138.994 df
F 14.829
Sig. .000
a
a. Predictors: (Constant), Internet stores elevate the traditional shopping experience, Internet stores provide replacement options, Internet shopping is value for money b. Dependent Variable: Do you intend to purchase from internet stores in future?
The regression analysis showed that the computed p-value (0.00) is less than the significance level of 0.05, so it was inferred that the null hypothesis is rejected and the alternate hypothesis (H1c) is accepted. Thus there is positive influence of perceived experience on the intention to shop online.
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Change Statistics Adjusted R Square .009 Std. Error of the Estimate .885 R Square Change .014 F Change 2.538 df1 1 df2 175 Sig. F Change .113
Square .014
a. Predictors: (Constant), I will rely on review/advice before shopping over internet b. Dependent Variable: Do you intend to purchase from internet stores in future?
ANOVA Model 1 Regression Residual Total Sum of Squares 1.987 137.007 138.994 df
F 2.538
Sig. .113
a
a. Predictors: (Constant), I will rely on review/advice before shopping over internet b. Dependent Variable: Do you intend to purchase from internet stores in future?
The regression analysis showed that the computed p-value (0.113) is more than the significance level of 0.05, so it was inferred that the null hypothesis is accepted and the alternate hypothesis (H1d) was rejected. Thus there is a negative influence of social factor on the intention to shop online.
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Change Statistics Adjusted R Square .074 Std. Error of the Estimate .855 R Square Change .085 F Change 8.064 df1 2 df2 174 Sig. F Change .000
Square .085
a. Predictors: (Constant), Occupation ?, Annual Household Income ? b. Dependent Variable: Do you intend to purchase from internet stores in future?
ANOVA Model 1 Regression Residual Total Sum of Squares 11.790 127.204 138.994 df
F 8.064
Sig. .000
a
a. Predictors: (Constant), Occupation ?, Annual Household Income ? b. Dependent Variable: Do you intend to purchase from internet stores in future?
The regression analysis showed that the computed p-value (0.00) is less than the significance level of 0.05, so the null hypothesis is rejected and the alternate hypothesis (H2) is accepted. Thus there is positive influence of personal factors (occupation & income) on the intention to shop online.
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Change Statistics Adjusted R Square .018 Std. Error of the Estimate .881 R Square Change .023 F Change 4.141 df1 1 df2 175 Sig. F Change .043
Square .023
a. Predictors: (Constant), Age ? b. Dependent Variable: Do you intend to purchase from internet stores in future?
F 4.141
Sig. .043
a
The regression analysis showed that the computed p-value (0.043) is less than the significance level of 0.05, so the null hypothesis is rejected and the alternate hypothesis (H3) is accepted. Thus there is negative influence of customers age on their intention to shop online.
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4.2.5 Do internet stores need to have actual physical stores? The responses collected showed that people find internet stores more appealing if it has an actual physical store. About 73.45% of the total respondents agree to this notion.
Figure 13: Appeal of online stores more with actual physical stores
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Personal factors (income & occupation) positively affect the intention to shop online while customers age negatively affects the intention. There is proportional relationship between the search and purchase of products over the internet. The more the extent of search the more is the extent of purchase. Similarly the more hours a person uses the internet the more is the probability of visiting internet shopping websites. Despite the rise of electronic retail people still think that physical retailing is more appealing than online retailing.
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repelling message thereby making the online shopping activity unattractive. (refer tables 15 & 16, Pg. 27)
5.1.2 Relationship between personal dimensions and preference for e-tailing Based on the statistical results, it can be seen that: Income and occupation have a positive influence over the intention to shop online. This can be due to the fact that higher disposable income makes customers better risk takers and adopters of new technology. Thus higher income means more attraction to go for shopping online. Similarly, occupation makes people more aware of trends and thus affects the urge for trial and thus the intention to shop online. (refer tables 17 & 18, Pg. 28) Customers age had a negative influence on the shopping intention and it can be reported that with increasing age there is a fall in the intention to shop online. This can be due to difference in thought process and societal influence. (refer tables 19 & 20, Pg. 29)
5.1.3 Physical retailing versus e-tailing Even though e-retailers are making their display of products more prominent day by day by exposing the customers with advertisements, still there is a notion that traditional physical retailing is more appealing than online retailing. (refer figure 13, Pg. 30)
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73% of the respondents agree to this notion. This can be due to the fact that physical retailing provides the instance to personal touch and feel the good, thereby providing a chance of negotiation and reducing the risk involved.
5.2 Recommendations
Following recommendations can be exercised to increase the customer adoption of etailing: Issue What to Do? Better Innovative website interaction with design interface customers. How to Do? Innovative graphic user interface design or a three dimensional interface simulating the actual product. Outcome This will enhance the feel of the product within the internet environment leading to enhanced trust and confidence in purchase. This would keep the customer remain engaged without elevating the anxiety level to the maximum, leading to enhanced trust and confidence. Empathetic customers and enhanced loyalty.
Scale that depicts the processing timeline and status of customers query/issue.
Providing personal customer service operator to every customer for handling queries and also taking feedback during the pre-delivery and postdelivery period.
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5.3 Limitations
The study was limited to Delhi/NCR and the respondents available over internet (Facebook and other social networks) were of prime concern. The study provides only generalizations. The biasness in responses cannot be ruled out. Also the numbers of females were less as per the recorded data so the generalization that males are dominating in e-tailing activities cannot be taken as the hard truth.
5.4 Implications
The research study can have several implications. It can be utililized in devising new methods to communicate the customer the usefulness of e-tailing and also create new dimensions to involve all ages of population into the online retailing activity so as to gain access to deeper parts of the society and generate higher revenues. Although transactions have been made secure through verifications & certifications, customer is still having a risk perception in their mind that makes him confused with his decision to adopt e-tailing or not. So initiatives can be taken to create interactive effects that would diminish the levels of risk in the minds of the customer and make them more open to eretailing.
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REFERENCES
1) Parikh, Darshan (2006) Profiling internet shoppers: a study of expected adoption of online shopping in India, IIMB Management Review. [Retrieved from EBSCOhost research database on 17th October 2011 (http://web.ebscohost.com)] 2) Li, Na & Zhang, Ping (2002) Consumer online shopping attitudes & behavior: an assessment of research, Eighth Americas Conference on Information Systems. [Retrieved from EBSCOhost research database on 17th October 2011
(http://web.ebscohost.com)] 3) Delafrooz, Narges; Paim, Laily and Khatibi, Ali (2010) Students online shopping behavior an empirical study, Journal of American Science. [Retrieved from EBSCOhost research database on 17th October 2011(http://web.ebscohost.com)] 4) Young Ha & Stoel, Leslie (2004) "Internet apparel shopping behaviors: the influence of general innovativeness", International Journal of Retail & Distribution Management, 32(8), 377 385. [Retrieved from EBSCOhost research database on 17th October 2011(http://web.ebscohost.com)] 5) Noort, Guda Van; Kerkhop, Peter and Fennis, Bob (2007) Online versus Conventional Shopping: Consumers Risk Perception and Regulatory Focus, Cyberpschyology & Behaviour. [Retrieved from EBSCOhost research database on 18th October 2011(http://web.ebscohost.com)] 6) Samadi, Mansour & Yaghoob-Nejadi, Ali (2009) A Survey of the Effect of Consumers Perceived Risk on Purchase Intention in E-Shopping, Business Intelligence Journal. [Retrieved from EBSCOhost research database on 18th October 2011(http://web.ebscohost.com)]
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7) Shergill, Gurvinder S and Chen, Zhaobin (2005) Web-based Shopping: Consumers Attitudes towards Online Shopping in New Zealand, Journal of Electronic Commerce Research. [Retrieved from EBSCOhost research database on 18th October 2011(http://web.ebscohost.com)] 8) Rishi, Bikram Jit (2008) An empirical study of online shopping behavior: A factor analysis approach, Journal of Marketing & Communication. [Retrieved from EBSCOhost research database on 19th October 2011 (http://web.ebscohost.com)] 9) Seock, Yoo-Kyoung and Chen-Yu, Jessie H. (2006) Website evaluation criteria among US college student consumers with different shopping orientations and Internet channel usage, International Journal of Consumer Studies. [Retrieved from EBSCOhost research database on 19th October 2011 (http://web.ebscohost.com)] 10) San, Lim Ying; Jun, Wong Wan; Ling, Tan Nya and Hock, Ng Tuan (2010) Customers Perceive Online Shopping Service Quality: The Perspective of Generation Y, European Journal of Economics, Finance and Administrative Sciences, 25, 83-91. [Retrieved from http://www.eurojournals.com/ejefas_25_08.pdf on 3rd December 2011] 11) Yang, Ming-Hsien; Chandlrees, Natalyn; Lin, Binshan and Chao, Hung-Yi (2009) The effect of perceived ethical performance of shopping websites on consumer trust. Journal of Computer Information Systems, 50(1), 15-24. [Retrieved from http://iacis.org/jcis/articles/Yang_etal_2009_50_1.pdf on 4th December 2011] 12) Lee, Khai Sheang and Tan, Soo Jiuan (2003) E-retailing versus physical retailing - A theoretical model and empirical test of consumer choice. Journal of Business Research, 56, 877-885. [Retrieved from http://210.212.115.113:81/Kapil%Garg/
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E-tailing%20Groups%20with%20papers/GP-2/E-retailing%20versus%20physical %20retailing.pdf on 7th December 2011] 13) Sun Lu (2009) On consumer confidence in the online store. International Symposium on Web Information Systems and Applications (WISA09). (pp. 419423). Academy Publisher. [Retrieved from http://academypublisher.com/proc/wisa09/ papers/wisa09p419.pdf] 14) Cuchinprakarn, Supanat (2005) Application of the theory of reasoned action to online-shopping. [Retrieved from www.bu.ac.th/knowledgecenter/epaper/jan_june 2005/supanat.pdf] 15) Ahmed, Tarek Taha (2011) An empirical-based model for examing e-purchasing intention in electronic commerce at developing countries. International Journal of Academic Research, 3(3), 683-688. [Retrieved from http://www.ijar.lit.az/pdf/11/ 2011(11-102).pdf] 16) Bartlett, James E.; Kotrlik, Joe W. and Higgins, Chadwick C. (2001) Organizational research: Determining appropriate sample size in survey research. Information Technology, Learning & Performance Journal, 19(1), 43-50. [Retrieved from http://www.osra.org/itlpj/bartlettkotrlikhiggins.pdf] 17) IAMAI & IMRB International (2011, March). Digital Commerce. [Retrieved from http://www.ccavenue.com/downloads/ecomm21_47.pdf] 18) Edelweiss Securities Limited (2011, December). India Internet Weaving web of wealth. [Retrieved from EBSCOhost research database on 16th January 2012(http://web.ebscohost.com)]
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19) Research on India (2011, November). Ecommerce market India (Part I). [Retrieved from researchonindia.com on 18th January 2012] 20) www.dqindia.com 21) www.internetworlstats.com/asia.htm 22) www.technopak.com 23) economictimes.indiatimes.com
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APPENDIX
Questionnaire
We are conducting a survey about internet shopping and would like to know your views and opinions. Would you mind spending a few minutes helping us by completing this questionnaire? All responses will be kept confidential. Q1. Are you...? Male ..................................... Female .................................. Q2. How old are you? Below 20 .............................. 21 - 40 .................................. Above 40 .............................. Q4. What is your occupation? Salaried.................................... Business / Self-employed ........ Student .................................... Unemployed ............................ Q6. How frequently do you visit internet shopping websites? Everyday ................................... 2 3 times / week ..................... Once a week .............................. 2 3 times / month ...................
Q3. What is your annual household income? Less than 4, 00,000 ................. 4, 00,001 10, 00,000............. More than 10, 00,001 .............. Q5. What is your average usage of internet per week? Less than an hour ..................... 1 hour to upto 10 hours............ 10 hours to upto 20 hours ........ More than 20 hours ..................
Q7. Over the past 1 year how much Q8. Over the past 1 year how much have you searched about products product purchase have you made over the internet? over the internet? Never ....................................... Never ....................................... 1 5 times ............................... 1 5 times ............................... 6 10 times ............................. 6 10 times ............................. More than 10 times.................. More than 10 times.................. Q9. Please tick () mark the option that best describes how you feel regarding the following statements. Internet stores have good reputation Internet stores provide good value & service Internet stores sell known brands Internet stores price products reasonably I am comfortable with shopping over internet Internet shopping is hassle-free
Disagree
Strongly Disagree
Strongly Agree
Neutral
Agree
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Transactions made over internet stores are secure Internet stores provide personalized products Internet stores provide timely delivery of orders Internet stores truly understand latest trends Internet stores provide replacement options Internet shopping is value for money Internet stores elevate the traditional shopping experience I often come across of ads of internet stores I will rely on review/advice before shopping over internet Q10. Do you think internet stores with actual physical stores are more appealing? Yes ..................................... No ....................................... Q11. Do you intend to purchase from internet stores in future? Most Likely ........................ Likely ................................. Neutral................................ Unlikely.............................. Least Likely .......................