FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR’: A STUDY WITH RESPECT TO PG STUDENTS IN TIRUVALLA
1. ‘FACTORS INFLUENCING ONLINE
SHOPPING BEHAVIOUR’: A STUDY WITH
RESPECT TO PG STUDENTS IN
DR. NEETHU ANN GEORGIE
MR. CHINTHU VINAYAK.S, M B A S 2
MR. NIKHIL VARGHESE, M B A S 2
The main objective of the study is to analyse the influence of various factors
on online shopping behaviour.
The work aims in examining the influence of independent variables, socio
demographic variables like Gender, and online store related factors like
privacy of information, variety of choice and availability of offers on the
dependent variables online shopping behaviour.
3. REVIEW OF LITERATURE
LITERATURE & YEAR VARIABLES USED
• Monthly income
• Presence or absence of credit card
Delafrooz, Paim, and Khatibi, (2010)
Bhatnagar and Rao (2000)
• Security of transactions
• Customer charecteristics
Donthu and Garcia (1999)
• Variety- seeking
• Promotional offers
• Price consciousness
4. PROPOSED MODEL
Website related factors
Privacy of information
Availability of Offers
Fig.1) Model proposed for the study
6. HYPOTHESIS FORMULATED
H1: There is association between gender and preference towards online shopping
H2: Privacy of information is positively correlated to online shopping.
H3: Variety of products positively influence online shopping.
H4: Offers positively influence online Shopping.
9. Table.2 Chi-square between Gender and Preference to online shopping
Variable Test P value Test Value Result
Chi-Square 0.02 10.018
There is relation
between gender and
Preference to online
10. Table.3 Correlation between website related factors and preference to online shopping
value / P
Test value Result
Privacy and preference to
online shopping is
Variety 0.126 -0.266 Reject hypothesis
Offers 0.001 0.67
preference to online
11. FINDINGS AND CONCLUSION
Male shows more positive preference towards online shopping.
Various website related factors were subjected to study and among the three,
two factors – Privacy of information and availability of offers were instrumental
in influencing on online shopping behaviour.
The respondents didn’t consider variety/ choice of product as a factor for
choosing online shopping.
Firms should be keen in maintaining the privacy with respect to information’s
Online shoppers also prefer to enjoy different kinds of offers like discounts
Products concerning Male can be given more priority.
New strategies can be adopted to attract Female buyers.
13. IMPLICATION FOR FURTHER RESEARCH
The works on online shopping with respect to Kerala are highly limited and
hence amble scope for the same.
The current study is limited with one demographic factor and three website
related factors and that to limited with 75 P.G students in thiruvalla.
Hence there is wide scope in performing the same study either in other parts of
kerala or with different group of population.
There is also wide scope for the researchers to conduct the analysis by
including more socio-demographic variables, economic variables, geographic
variables or by incorporating more website related variables.
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Research, Vol. 39, No. 3, pp. 52-58.
2. IAMAI (2011). 100 Million Internet Users In India, Cybercafe Usage on
Decline. Internet and Mobile Association of India
3. Kiyici, M. (2011). Internet Shopping Behavior Of College Of Education
Students,TOJET: The Turkish Online Journal of Educational Technology, 11(3),