A Study about Impact of Customer Characteristics on Online Purchase Behavior in Indian Context

U. Kanchan, Naveen Kumar
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引用次数: 4

Abstract

The recent growth of e-commerce and the consumer’s increasing interest in purchasing over the net have significantly changed the landscape of Indian retail market. Today customers are inclined to accept the changes and keep their eyes on the benefits they can obtain from online retailers. The recent example of changing consumer purchase pattern is the flipkart’s ‘Big Billion day’ Sale. The growth in online sales can be partially attributed to the Internet’s advantages of providing large amounts of information quickly and inexpensively and it’s growing accessibility. Yet, to reach its full potential, business owners who use ecommerce as a distribution channel need a clearer understanding of who buys online, what they buy online, why they buy online and how the non-Internet buyer can be transformed into an online buyer in order to increase online sales. The purpose of this study is to understand and analyze the factors effecting online purchase decisions of Indian customer. The paper attempts to identify the determinants of online purchase intentions of youths in Indian context. Based on extensive literature review, factors effecting online purchase intentions, antecedents of service quality and consumer attitudes were identified and a structured-non-disguised questionnaire was prepared. The data was collected through survey of 200 students of graduation and post-graduation courses in Moradabad region of Uttar Pradesh. The questionnaire contained questions about consumer demographics, security and privacy concerns, technological familiarity, past online shopping experiences and intentions to buy various types of products through internet in future. The findings of the study indicate that customer online purchase intentions are significantly related to their gender, education, age, security concern, technological familiarity and past online purchase frequency. Consumer buying behavior is also affected by product type, purchase frequency and expensiveness. Their purchase decisions are also found to be related with the online retailer’s services like return, refund and delivery services. The framework of the research enhances understanding of the factors affecting customer online shopping behaviour, helps in profiling typical Indian online shoppers and may help e-marketers developing more specific marketing strategies to increase e-commerce sales.
印度情境下顾客特征对网上购买行为的影响研究
最近电子商务的发展和消费者对网上购物的兴趣日益浓厚,极大地改变了印度零售市场的格局。今天,消费者倾向于接受这些变化,并关注他们可以从在线零售商那里获得的好处。最近改变消费者购买模式的例子是flipkart的“十亿日大甩卖”。网上销售的增长可以部分归因于互联网的优势,即快速、廉价地提供大量信息,而且它的可访问性越来越高。然而,为了充分发挥其潜力,使用电子商务作为分销渠道的企业主需要更清楚地了解谁在网上购买,他们在网上购买什么,他们为什么在网上购买,以及如何将非互联网买家转变为在线买家,以增加在线销售。本研究的目的是了解和分析影响印度消费者在线购买决策的因素。本文试图确定在印度背景下的年轻人在线购买意向的决定因素。在大量文献回顾的基础上,确定了影响在线购买意愿、服务质量和消费者态度的因素,并编制了一份结构化的非伪装问卷。数据是通过对北方邦莫拉达巴德地区200名毕业和毕业后课程的学生进行调查收集的。调查问卷的问题包括消费者人口统计、安全和隐私问题、技术熟悉程度、过去的网上购物经历以及未来通过互联网购买各种产品的意愿。研究结果表明,消费者在线购买意愿与性别、受教育程度、年龄、安全担忧、技术熟悉程度和过去的在线购买频率显著相关。消费者的购买行为还受到产品类型、购买频率和价格的影响。他们的购买决定还与在线零售商的退货、退款和送货服务有关。研究的框架增强了对影响消费者在线购物行为的因素的理解,有助于分析典型的印度在线购物者,并可能帮助电子营销人员制定更具体的营销策略来增加电子商务销售。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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