PROJECT REPORT ON

ONLINE STORE
PERCEPTION:
HOW TO TURN BROWSERS INTO BUYERS?

Submitted to: - Submitted by: -

Mr. Rajesh Sharma Manu Piplani 29054

Neha Nayyar 29063

 2

Contents
Abstract.................................................................................................................................................3
Introduction with special reference to Indian context............................................................................3
Literature Review..................................................................................................................................5
Research questions & Hypothesis..........................................................................................................8
Methodology.......................................................................................................................................11
Analysis...............................................................................................................................................14
Findings...............................................................................................................................................19
Discussion And Managerial Implications............................................................................................22
Summary with special reference to similarities & dissimilarities with the previous research..............19
Limitations..........................................................................................................................................19
Scope for further research....................................................................................................................19
Bibliography........................................................................................................................................20
 3

ABSTRACT:

The purpose of this study is to analyze the impact of consumer perceptions in regards to
online shopping. The study broadly classifies net users into two categories browsers and
online shoppers across various age groups, income categories, education qualification and
job profile. A sample of 100 (63 males and 37 females) respondents were taken into
consideration from New Delhi. ANOVA statistical techniques was applied to know the
significant difference in overall online shopping perception, vendor characteristics, website
characteristics, consumer characteristics due to users(browsers & buyers) and demographic
characteristics such as age, gender, monthly family income , education and occupation . It
was found that there was significant difference on shopping perception due to users (buyers
& browsers), age and education. In order to strengthen the analysis of further research large
sample size to be considered.

1.0 INTRODUCTION:

It has been more than a decade since business-to-consumer E-commerce first evolved. Today
it forms the bedrock of most businesses banking, travel and entertainment, shopping and e-
mailing now all form part of a new mode in which the society interacts. Scholars and
practitioners of electronic commerce constantly strive to gain an improved insight into
consumer behaviour in cyberspace. Along with the development of E-retailing, researchers
continue to explain E-consumers behaviour from different perspectives. The growing use of
Internet provides a developing prospect for E-marketers. If E-marketers able to establish
relationship between factors affecting online buying behaviour and the perceptions of online
buyers, then they can further develop their marketing strategies to convert potential browsers
into buyers. The study investigates the behaviour and perception of browsers that holds them
from shopping online.

1.1 THE INDIAN PERSPECTIVE:

Undoubtedly the numbers of internet users have significantly increased thanks to factors like
greater internet penetration, fall in prices of hardware, fall in the price of internet
communication, development of better and more reliable technologies, and increased
awareness among user are few of the prominent factors leading the change. The potential and
size of Indian markets is huge in terms of revenues and customer base therefore many
 4

businesses are gearing up for the new model that provides goods and service at the doorstep
of the e-customer at the click of a mouse button. The business model promises excellent
service quality, low price, and big range of choices, availability, convenience, and
comprehensive information about products. The question arises whether the Indian business
and consumers have matured to move up the IT curve and consider B2C (Business to
Consumers) a viable model. Its seems like a territory largely untouched and underutilized,
except in the travel and ticketing sector Online Shopping in India has few takers. Though it
has always been touted as the next big thing ever to happen, Indians have been quite sceptical
about its services and growth factors. Largely the reason seems to be the lack of well
designed and maintained websites and websites failing to address the concerns of customers
and long time association with brick and mortar stores.

1.2 INDIA: ONLINE BUSINESS REVIEW

According to the joint report published by the Internet & Mobile Association of India
(IAMAI) and IMRB International, the number of internet users in India reached forty six
millions in September 2007, a rise of 40% over September 2006. Out of them, the numbers of
active internet users were 32 million and maximum users were in the age bracket of 18-24
years. Active internet users were defined as those who have accessed the internet at least once
a month. The number of online shoppers too is growing rapidly. The same IAMAI report puts
the total online transactions at Rs. 7,080 crores (approx $1.75 billion) for the year 2006-
07.The report also points out rising trend of internet shopping in metropolitans such as Delhi
and Mumbai where both consumers and merchants have become equally net-savvy. Not only
had the metropolitans that have witnessed an increase in the population of online shopper’s
small cities also witnessed an increase in online shopping activities. The rise in online
shopping is not just for consumer markets, the government is another user of the online
buying. A series of initiatives from the
Government, public sector banks and Indian Railways have helped boost the confidence of
users to trade online. Online spending is largely towards travel ecommerce side. Out of
Rs.7000 crores out of the total Rs.9210 is expected to be spent on online purchase related to
air tickets/railways / bus etc.
The purpose of the case study is to understand the perception of consumers towards online
shopping. A sample size of 100 respondents has been taken into consideration across various
age groups, income categories and education in order to arrive at concrete conclusion. A
 5

questionnaire has been designed that rates consumer perceptions on Likert’s scale and
provides a roadmap for businesses in order to provide better online product and services.

2.0 LITERATURE REVIEW:

1.) Attitudes, Preferences and Profile of Online Buyers in India: Changing Trends.
(By: Ravi Kiran, Anupam Sharma and K C Mittal, 2008) conducted a study that
focuses on factors affecting the online buyer’s behaviour and also investigates how
online advertisements influence consumers to buy online. The paper focuses on the
current scenario of internet use and attitude towards e-buying. The findings of the
study were most respondents use web for work/business purposes and to
communicate, people around the age of 20 years use net for entertainment. Speed and
cost were biggest problems and people within the age group of 31-35 years
considered junk sites as major problem.

2.) Determinants of Shopper Behavior in E-tailing: An Empirical Analysis.

(By: Ch. J. S. Prasad, A.R. Aryasri 2009) The research was conducted to find out the
determinants that influence the shopper behaviour such as convenience, customer
service, trust, web store environment and web shopping enjoyment and examine their
impact on willingness to buy and patronage of online retail stores.

3.) Managing Customer Price Perceptions: An Empirical Investigation on the Impacts of

E-Tailing Services.
(By: Pingjun Jiang, 2003) The paper analyses the impact of e-tailing service quality
and demonstrates their effects on consumer price perceptions. The research indicates
that the time of establishing an online presence plays a role in affecting customers’
perception of price. The key findings were both service quality and price impact the
customer buying behaviour.

4.) Website characteristics, Trust and purchase intention in online stores: - An Empirical
study in the Indian context.
(By: Boudhayan Ganguly, Satya Bhusan Dash, and Dianne Cyr, 2009)The purpose of
the research was to study impact of the website characteristics on trust in online
transactions in Indian context. During the course of study various website
 6

characteristics like Website Navigation Design, Website Visual Design, and Website
enabled Communication, Website Privacy etc were analyzed and research concluded
that trust was one of the key obstacles for online transactions. In order to come up with
a successful e-business online stores need to have a deeper understanding on how trust
is developed and how it affects purchase intention in the online store.

5.) The Emergence of Internet Shopping in India: Identification of Shopping Orientation-

Defined Segments.
(Mahesh Rajan, Ken Gehrt, Shainesh G, Matt O'Brien, Therese Louie, 2009)
conducted a research to identify shopping tendencies among Indian Internet users.
Further it segmented the shoppers in terms of the similarity of shopping tendencies
and in terms of socio-demographic and behavioural characteristics. The main purpose
of the research was to provide a better understanding of Indian online shopping and of
how to begin to satisfy the needs of Indian online shoppers. The key findings were
convenience, more choices and prior experience were cited as the most common
reasons for shopping online, while unfamiliarity with/distrust of the internet,
preference for physically inspecting the merchandise, tax and shipping issues as well
as inability to bargain over prices were mentioned as the main reasons for not
shopping online. A majority of online purchases were travel-related (especially, train
tickets); however, there was an increasing propensity to buy jewellery (trinkets,
fashion jewellery)

6.) An Empirical Study of Online Shopping Behaviour: A Factor Analysis Approach.

(Bikramjit Rishi 2008) conducted a research that highlights that convenience,
accessibility, scope, attraction, reliability, experience and clarity are the important
factors considered by the online shoppers. The factors affecting the online shopping in
India are similar to those of worldwide but some of them are specific to Indian
context i.e. penetration of IT and its adoption in India have been slow such as scope
and accessibility.

7.) Profiling Internet Shoppers: A study of Expected Adoption of Online Shopping in

India.
Darshan Parikh (2006) conducted a research in order to find out the future prospects
of Internet shopping in India. The study differentiates between internet shoppers on
 7

the basis of their demographic characteristics and their experience with the internet
for general surfing and specifically for shopping. The key findings of the research
were demographic characteristics play a role in the success of Internet shopping and
positive image would result in a repeat purchase of internet shopping.

8.) Comparing the effects of website quality on customer initial purchase and continued
purchase at e-commerce website.
(By: Kuan, Huei-Huang; Bock, Gee-Woo; Vathanophas, Vichita.2008) The research
deals with impact and implications of website quality on purchasing behaviour of the
consumer, and compares the impact of website quality on initial purchase and
continued purchase with the website. Research also suggests a model for customer
retention and conversion rate. The key findings were if website quality beliefs are
positive than customers would continue to make purchases on website.

9.) Consumer attitude towards online retail shopping in the Indian context.
(By: Sangeeta Sahney, Archana Shrivastava and Rajani Bhimalingam, 2009) The
study was conducted to identify and measure the aspects of modern day online
shopping format. It gives inputs about creating a conducive shopping environment.
The study recognizes factors that affect the development of attitudes towards online
shopping and customer requirements with respect to online shopping. This study is
descriptive, diagnostic and exploratory in nature, and is aimed at identifying critical
parameters in online retail shopping, tapping consumers’ feelings and attitudes
towards online shopping, and establishing attitudinal differences across
demographics.

10.)Gender influence on the innovativeness of young urban Indian online shoppers.

(By Meenakshi Handa and Nirupma Gupta, 2009) The research was undertaken to
study the influence of gender on consumer innovativeness among college going
young online shoppers of urban India. The study also creates a relationship between
innovativeness and gender.
 8

11).Intercative Home Shopping:Consumer, Retailer and manufacturer incentives to

participate

3.0 RESEARCH QUESTIONAS AND HYPOTHESIS:

To investigate perception regarding shopping online, shopping preference theory (Sheth

1983) is used as a theoretical foundations. It help to analyze and categories different
perceptions that may prevent or attract consumers to online shopping.

3.1 Overall Online Shopping Perception

Previous research (Ravi Kiran, Anupam Sharma and K C Mittal, 2008, Ch. J.S. Prasad, A.R.
Aryasri 2009, Ganguly, Satya Bhushanand and Dianne cyr, Kaun, Huei-Huang; Bock. Gee-
Woo; Vanthanopas, Vichita 2008) suggest trust, convenience, customer service, price,
website characteristics and past experiences are major drivers of consumer perception
towards online shopping.

H1: There is no significant difference in overall online shopping perception due to users
(browsers & buyers)

H2: There is no significant difference in overall online shopping perception due to Gender

H3: There is no significant difference in overall online shopping perception due to Monthly
Family Income

H4: There is no significant difference in overall online shopping perception due to Age

H5: There is no significant difference in overall online shopping perception due to Education

H6: There is no significant difference in overall online shopping perception due to

Occupation

Vendor Characteristics:
 9

Prior studies (Boudhayan Ganguly, Satya Bhushanand and Dianne cyr, 2009, Ch J. S. Prasad,
A.R. Aryasri 2009) suggest that privacy and security of information largely influence
consumer’s perception towards online shopping. Others research (Ravi Kiran, Anupam
Sharma and K C Mittal, 2008) emphasise on the importance of customer service. Overall it is
hypothesized that:

H7: There is no significant difference in vendor characteristics due to users (browsers &
buyers)

H8: There is no significant difference in vendor characteristics due to gender

H9: There is no significant difference in vendor characteristics due to monthly family income

H10: There is no significant difference in vendor characteristics due to age

H11: There is no significant difference in vendor characteristics due to education

H12: There is no significant difference in vendor characteristics due to occupation

Website Characteristics

(Bikramjit Rishi 2008) conducted a research highlighting that convenience, reliability;

accessibility and clarity of information are important factors for online shoppers. Based on
this research it is hypothesized as:

H13: There is no significant difference in website characteristics due to users (browsers &
buyers)

H14: There is no significant difference in website characteristics due to gender

H15: There is no significant difference in website characteristics due to monthly family

income

H16: There is no significant difference in website characteristics due to age

H17: There is no significant difference in website characteristics due to education

H18: There is no significant difference in website characteristics due to occupation

Consumer characteristics
 10

Personal characteristics of consumer may also affect their choice of online shopping medium
(Sheth 1983).Consumers who value social interaction while shopping may not utilize internet
for the same(Alba, Weitz and Janiszewski). On the other hand those who value convenience
and time saving tend to shop online while being less price conscious (Swainathan,
Lepkowska-white and Bharat 2003). Taking all these studies into consideration it is
hypothesized that:

H19: There is no significant difference in consumer characteristics due to users (browsers &
buyers)

H20: There is no significant difference in consumer characteristics due to gender

H21: There is no significant difference in consumer characteristics due to monthly family

income

H22: There is no significant difference in consumer characteristics due to age

H23: There is no significant difference in consumer characteristics due to education

H24: There is no significant difference in consumer characteristics due to occupation

Product/Service Characteristics:

Consumers are likely to shop online if their expectations regarding product quality, selection
at affordable prices are fulfilled (Farm and gray 1996, Alba et al 1997, Spiller and Lohse
1998).Prior studies (Pingium Jiang, 2003) demonstrates the effect of service quality on price
perception of consumers. Thus we hypothesize as

H25: There is no significant difference in product/service characteristics due to users

(browsers & buyers)

H26: There is no significant difference in product/service characteristics due to gender

H27: There is no significant difference in product/service characteristics due to monthly

family income

H28: There is no significant difference in product/service characteristics due to age

H29: There is no significant difference in product/service characteristics due to education

 11

H30: There is no significant difference in product/service characteristics due to occupation

4.0 RESEARCH METHODOLOGY:

A questionnaire was developed to study the online store perceptions of browsers. The questionnaire
includes the demographic profile and attitude towards online shopping. The questionnaire is based on
a five-point Likert's scale, where 1=Strongly Disagree, 2=Disagree, 3=Neither Agree nor Disagree,
4=Agree, 5=Strongly Agree. The respondents were asked to rate the options according to their
choices. Respondents who were not familiar with online shopping were not included in the survey.
Random sampling technique has been used for collecting the data. Data has been collected from
students, self employed, service class and others across various age groups, income categories and
professional qualification. A total of 120 questionnaires were distributed from which 100
questionnaires were considered because rests were either misleading or incomplete.

First, responses were analyzed using ONEWAY ANOVA that tested mean differences on dependant
variables such as Overall Perception, Vendor characteristics, Website characteristics, Customer
characteristics and Product/Service characteristics across Users profile such as browsers and buyers
and demographic characteristics such as Gender, Monthly family income, Age, Education and
Occupation.

Demographic Characteristics

37% 13%
Male
Female 19% 45% Never
63% Once
Twice
Thrice or more
23%

Fig 1: Frequency of online shopping (yearly) Fig 2: Gender

 12

15% 13%

Less Than 37% 18 - 22

40% 50,000 15%
23 - 29
50,000 - 30 - 39
100,000
14% 40 - 49
45% More than
100,000 Above 50
21%

Fig 3: Monthly Family Income Fig 4: Age (years)

5% 7%
10%

29% Under 39%

Graduate Student
36% Self Employed
Graduate
Post graduate Service
56% Others Others
18%

Fig 5: Education Fig 6: Occupation

 13

Table 1.Summary of Demographic Characteristics on the bases of users (browsers &

buyers

Demographic Online Online Total

Characteristics Browsers Buyers
Gender
Male 28 35 63
Female 17 20 37
Total 45 55 100
Income(Rs):
Less than 50,000 7 8 15
50,000 – 100,000 23 22 45
More than 100,000 15 25 40
Total 45 55 100
Age
18 – 22 17 20 27
23 – 29 4 17 21
30 – 39 2 12 14
40 – 49 10 5 15
Above 50 12 1 13
Total 45 55 100
Education
Under Graduate 4 6 9
Graduate 30 26 56
Post Graduate 9 20 29
Others 2 3 7
Total 45 55 100
Occupation:
Student 18 21 39
Self Employed 10 8 18
Service 12 24 36
Others 5 2 7
Total 45 55 100
5.0 Analysis:
 14

ONE-WAY ANOVA

TABLE 1: Hypothesis on dependent characteristics due to users (browsers & buyers)

and demographic characteristics.

Hypothesis statement Sig.

H1 There is no significant difference in overall online shopping perception due .000*
to users(browsers & buyers)
H2 There is no significant difference in overall online shopping perception due .638
to gender
H3 There is no significant difference in overall online shopping perception due .723
to monthly family income
H4 There is no significant difference in overall online shopping perception due .000*
to age
H5 There is no significant difference in overall online shopping perception due .022**
to education
H6 There is no significant difference in overall online shopping perception due .212
to occupation
H7 There is no significant difference in vendor characteristics due to .000*
users(browsers & buyers)
H8 There is no significant difference in vendor characteristics due to gender .981
H9 There is no significant difference in vendor characteristics due to monthly .576
family income
H10 There is no significant difference in vendor characteristics due to age .024**
H11 There is no significant difference in vendor characteristics due to education .004**
H12 There is no significant difference in vendor characteristics due to .725
occupation
H13 There is no significant difference in website characteristics due to .000*
users(browsers & buyers)
H14 There is no significant difference in website characteristics due to gender .482
H15 There is no significant difference in website characteristics due to monthly .832
family income
H16 There is no significant difference in website characteristics due to age .000*
H17 There is no significant difference in website characteristics due to .035**
education
H18 There is no significant difference in website characteristics due to .115
occupation
H19 There is no significant difference in consumer characteristics due to .000*
users(browsers & buyers)
H20 There is no significant difference in consumer characteristics due to gender .540
HYPOTHESIS STATEMENT Sig.
H21 There is no significant difference in consumer characteristics due to .470
monthly family income
H22 There is no significant difference in consumer characteristics due to age .005*
H23 There is no significant difference in consumer characteristics due to .077
 15

education
H24 There is no significant difference in consumer characteristics due to .634
occupation
H25 There is no significant difference in product/service characteristics due to .000*
age users(browsers & buyers)
H26 There is no significant difference in product/service characteristics due to .907
gender
H27 There is no significant difference in product/service characteristics due to .625
monthly family income
H28 There is no significant difference in product/service characteristics due to .000*
age
H29 There is no significant difference in product/service characteristics due to .111
education
H30 There is no significant difference in product/service characteristics due to .149
occupation
Note: * - Statistically Significant at .01
** - Statistically Significant at .05

6.0 Findings:

We analyse the effect of users profile and demographic characteristics such as Age, Gender,
Monthly Family Income, Education and Occupation on Overall Online Shopping Perception,
Vendor Characteristics, Website Characteristics, Consumer Characteristics and
Product/Service Characteristics. We use one way ANOVA to find out the implications.
 16

For hypothesis stated under Overall Online Shopping Perception we found that the significant
F test value for user, age and education was .000, .000, .022 respectively. Since all the values
are lower than 0.05 at 95% confidence level, thus there is significance difference.
Interestingly significant F test for gender, monthly family income and occupation was .663, .
723, .212 respectively. Since all the values are greater than 0.05 at 95% confidence level,
hence it could be conclude that there is no significance difference. Detailed results are given
in Table 7.

In case of vendor characteristics F test value for users, age education was .000, .024, .004
respectively. Since all the values are lower than 0.05 at 95% confidence level, thus there is
significance difference. For gender, monthly income and occupation F test value was .981, .
576, .725 respectively. Since all the values are greater than 0.05 at 95% confidence level,
hence it could be conclude that there is no significant difference. Detailed results are given in
Table 8.

For website characteristics F test value for users, age education was .000, .000, .035
respectively. Since all the values are lower than 0.05 at 95% confidence level, thus there is
significance difference. For gender, monthly income and occupation F test value was .482, .
832, .115 respectively. Since all the values are greater than 0.05 at 95% confidence level,
hence it could be conclude that there is no significant difference. Detailed results are given in
Table 9.

In case of consumer characteristics F test value for users, age was .000, .005 respectively.
Since all the values are lower than 0.05 at 95% confidence level, thus there is significance
difference. For gender, monthly family income, occupation and interestingly for education F
test value was .590, .470, .634, .077 respectively. Since all the values are greater than 0.05 at
95% confidence level, hence it could be conclude that there is no significant difference.
Detailed results are given in Table 10.

In case of product/service characteristics F test value for users, age was .000, .000,
respectively. Since all the values are lower than 0.05 at 95% confidence level, thus there is
significance difference. For gender, monthly family income, occupation and interestingly for
education F test value was .907, .625, .149, .111 respectively. Since all the values are greater
 17

than 0.05 at 95% confidence level, hence it could be conclude that there is no significant
difference. Detailed results are given in Table 11.

Table 7: Result of effect of users (browsers & buyers), age, gender, monthly family
income and occupation on Overall Online Shopping Perception

DEPENDENT Statistically Not Statistically

VARIABLES Independent Variables Significant significant

Users  (.000)

Age  (.000)

Overall Online Gender  (.638)

Shopping Perception
Monthly Family Income  (.723)

Education  (.022)

Occupation  (.216)

Table 8: Result of effect of users (browsers & buyers), age, gender, monthly family
income and occupation on Vendor characteristics

DEPENDENT Statistically Not Statistically

VARIABLES Independent Variables Significant significant

Users  (.000)

Age  (.024)

Gender  (.981)
Vendor Characteristics
Monthly Family Income  (.576)

Education  (.004)

Occupation  (.725)

Table 9: Result of effect of users (browsers & buyers), age, gender, monthly family
income and occupation on website characteristics

DEPENDENT Statistically Not Statistically

VARIABLES Independent Variables Significant significant
 18

Users  (.000)

Age  (.000)

Website Gender  (.482)

Characteristics
Monthly Family Income  (.823)

Education  (.035)

Occupation  (.115)

Table 10: Result of effect of users (browsers & buyers), age, gender, monthly family
income and occupation on consumer characteristics

DEPENDENT Statistically Not Statistically

VARIABLES Independent Variables Significant significant

Users  (.000)

Age  (.005)

Consumer Gender  (.590)

Characteristics
Monthly Family Income  (.470)

Education  (.077)

Occupation  (.149)

Table 11: Result of effect of users (browsers & buyers), age, gender, monthly family
income and occupation on product/service characteristics

DEPENDENT Statistically Not Statistically

VARIABLES Independent Variables Significant significant

Product/Service Users  (.000)

Characteristics
Age  (.000)
 19

Gender  (.907)

Monthly Family Income  (.625)

Education  (.111)

Occupation  (.149)

7.0 MANAGERIAL IMPLICATIONS:

The key issues that play a role in framing customer perceptions are trust, convenience, ease
of usage, past experience, price and product comparison, website design and characteristics.
In order to implement successful e-business model online stores need to understand the needs
and requirements of the consumers. The consumer perceptions have to be changed in order to
implement this model successfully in the long run. Past research study laid firm emphasis on
the drivers of trust, privacy and security in contributing to online purchase decision among
the Indian customers. The study provides evidence that website design characteristics also
play a role in increasing purchase intention among the customer’s. IAMAI report (2007)
states that most of the online shopping in India is skewed towards air/rail tickets. In order to
attract shoppers in other product categories businesses need to attract customers by providing
not only better products and services, but better visual design, more add-ons, effective
navigation design and more enjoyable shopping experience. I-cube (2006) revealed that the
top two reasons for Indians shopping online was saving time and convenience. Therefore in
order to penetrate more into Indian markets online stores should emphasis on information
design so as to help the customers in quick decision making. This can be achieved by
logically presenting the relevant information in the website. The information should also be
well organized so that the customer is able to make comparisons.
Due to the fact that the ecommerce in India is in a nascent stage businesses need to develop
more trust among the customers in order to attract and retain them and also IT infrastructure
needs to be developed in order target rural markets.

8.0 Summary with reference to previous research

Similarity: Both the research concludes that there was a significant difference in perception
of users (browsers & buyers) towards online shopping.
 20

Dissimilarity: Unlike previous research done by Elzbieta Lepkowska-White, 2004 the study
done also consider the effect of demographic characteristics such as income, education and
occupation on dependent factors to have magnified view.

9.0 Limitations:

A few limitations were identified in the course of the study. The limitations provide scope of
improvement in future research works. The following are the set of limitations identified:

1.) The sample taken into consideration was small and this could generalize the findings
in terms of consumer behaviour and attitude towards online shopping. A large sample
size would have certainly given clearer picture.

2.) Limited factors were used in the present study. This creates an opportunity for future

3.) The data is geographically skewed i.e. sample was taken mainly from New Delhi
region.

4.) Many respondents who buy airline and railway ticket form most part of the sample
which could mislead the results and findings.

10.0 Scope of further research:

First and foremost in order to have magnified view, the further research can include large
sample size and targeting different geographic location.

Acc to shopping preference theory, factors such as consumer social values i.e. values
influenced by family and friends can also be taken into consideration.

11.0 BIBLIOGRAPHY:
 Alba, J., Lynch, J, Weitz, B., Janiszewski, C, Lutz, R., Sawyer, S., &Wood, S. (1997),
"Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to
Participate in Electronic Marketplaces," Joumal of Marketing. 61, 38-65.
 Ganguly, B; Dash, S. B; Cyr, D, (2009) .Website characteristics, Trust and purchase
intention in online stores: - An Empirical study in the Indian context, Journal of
Information Science & Technology, 6, 22-44.
 21

 Handa, M.; Gupta, N, (2009). Gender influence on the innovativeness of young urban
Indian online shoppers, Vision, 13, 25-32. f Online Buyers in India: Changing Trends.
South Asian Journal of Management, 15,
 Kiran, R; Sharma, A; Mittal, K. C. (2008). Attitudes, Preferences and Profile o 55-73.
 Kuan, H; Bock, Gee-Woo; Vathanophas, V, (2008). Comparing the effects of website
quality on customer initial purchase and continued purchase at e-commerce website,
Behaviour & Information Technology,27, 3-16.
 Parikh, D, (2006). Profiling Internet Shoppers: A study of Expected Adoption of
Online Shopping in India, IIMB Management Review, 18, 221-231.
 Pingjun J, (2003). Managing Customer Price Perceptions: An Empirical Investigation
on the Impacts of E-Tailing Services, Services Marketing Quarterly, 24, 77-98.
 Prasad, Ch. J. S.; Aryasri, A. R. (2009). Determinants of Shopper Behaviour in E-
tailing: An Empirical Analysis. Paradigm, 13, 73-83.
 Rajan, M; Gehrt, Ken; G., Shainesh; O'Brien, Matt; Therese, (2009). The Emergence
of Internet Shopping in India: Identification of Shopping Orientation-Defined
Segments Advances in Consumer Research, Asia-Pacific Conference Proceedings,
8,366-367.
 Rishi, B.J, (2008). An Empirical Study of Online Shopping Behavior: A Factor
Analysis Approach, Journal of Marketing & Communication, 3, 40-49.
 Sahney, S; Shrivastava, A; Bhimalingam, R, (2008). Consumer attitude towards
online retail shopping in the Indian context, ICFAI Journal of Consumer Behaviour,
34-68.
 Sheth, J. N. (1983). An Integrative Theory of Patronage and Behaviour" in Patronage
Behaviour and Retail Management, Elsevier Science Publishing, 9-28
 Swaminathan V, Elzbieta L.W, Bharat P. Rao (2003).The Internet and Consumer
Buying Behaviour: A Research Framework and Analysis in Current Topics in E-
Commerce, 64-84.
 Weblography: www.iamai.in.
22