Beruflich Dokumente
Kultur Dokumente
Omdeep Gupta1, Gagan Gulati2 1 Assistant Professor, Department of Management Studies, IMS Unison University, Dehradun, India: Mobile: 9259748569: Email-Omdeepg@gmail.com 2 Lecturer, Department of Management Studies, IMS Unison University, Dehradun, India: Mobile: 9568119099: Email-mrgagangulati@gmail.com Abstract The online shopping in India is increasing rapidly; almost all the products and services are available online. It has opened the vast opportunities for the companies all over the world, as market place is very limited to customer base, market space opens the large opportunity for customer base. Though it opens vast opportunity for customer base but still its a question aboutwho will buy the product and services online? What will be the decision process of customers who buy online? So, to find the solution to this problem the traditional model of consumer behavior is chosen and the work done on this issue with relation to online buying behavior model by Darley Blankson is also taken into account. The data is collected through questionnaire from 150 respondents. The statistical tool used is factor analysis. Keywords: Online buying process, Engel-Blackwell-Miniard Model, Darley-BlanksonLuethges model
Introduction: In India the online market space is escalating in terms of various options like fashion accessories, electronic gadgets, matrimonial services, movies, travel and hotel reservations and even groceries. As per the report of India Brand Equity Foundation, India is adobe to 3311 ecommerce hubs, 1,267 rural hubs, 391 export hubs and 2,217 import hubs. It is believed by the experts of the industry that its just an initial stage of the e-commerce in India, as there is only 0.1 percent of total retail sales as compared to developed markets like US accounts which accounts for 7.0 percent. The diffusion of technology catalyst such as desktops, laptops, smartphones, dongles and tablets, internet connections, broadband, 2G and 3G services facilitate and increase the idea of virtual shopping. After US and China India has the third largest internet customer base. In 2011 there was around 125.0 million internet customer base and was expected to rise to 150.0 million till the end of 2012. The major factor for the growth of e-commerce is mobile phones which are compatible with internet. It is estimated that mobile users in India are more than 900 million out of which 300 million use data services. It is also expected that there will be 1200 million users by 2015 and approximately about 100 million users will be using 4G and 3G connectivity. There are only 27 million users who are active on internet out of 900 million. Younger population has a major role
in boosting the e-commerce trade in India but still the active mobile internet users account for only 4 percent. The majority of Indias Population falls under the category of below 25 years of age and 65 percent of population represents working age group of 15-64 years, which will boost the disposable income and led to growth of e-commerce in India. The other factors which help in increasing online shopping are the policies adopted by companies like return policies, free home delivery and cash on delivery option. COD option has also changed the view of customers towards online shopping as it reduces the fear of risk like paying earlier or disclosing their debit or credit cards details and it is assumed that out of total online shopping more that 50 percent is based on Cash on Delivery option. A COD option has reduced the risk of buyer but has provided many challenges to the seller as refusal to pay cash by buyer, maintaining inventory. E-commerce is not bound only to particular regions, towns or cities. Or it is not only metro cities people who are engaged in online shopping but non-metro cities people are also engaged in online shopping, as approximately 3311 cities of India were engaged between July 2010 and June 2011 out of which 1267 belongs to non-metro cities. Theoretical Literature Review Engel-Blackwell and Miniard Model (1968) In their classical purchase model of Consumer decision making they have divided the decision phase into five activities, viz., motivation and need recognition, search, alternative evaluation, purchase and outcomes. They have also discussed four variables as stimulus inputs, information processing, decision process, variables influencing the decision process. The arrows represent major directions of influence that specific variables exert. They have defined two types of behaviors - Extended problem solving behavior and Limited problem solving behavior. The extended problem solving behavior depicts the high level of involvement with high perceived risk and in limited problem solving behavior there is low level of involvement and low level of risk. The various activities of decision phases are influenced by various variables. Need recognition is influenced by information stored in the memory, environmental influences and individual characteristics. This stage of decision making makes the consumer aware of what he intended to be and where it is. The second phase, information search is influenced by two variables that are internal memory and external search. In internal memory, the consumers search about all the alternatives that are known previously and try to choose from them. When consumer is unable to get the required information from the internal memory, then it moves towards the external search. The marketer dominated external search is used by the consumer to derive meaningful conclusion. As per the judging standards in the permanent memory, evaluation of information is done.
Source: David L. Loudan & Albert J. Della Bitta, (2002). Consumer Behavior, Tata mc Graw Hill education Private Limited ch. 19,P g610-613 During evaluation, if the consumer accepts the information then it helps in retention of information otherwise they reject the information. Evaluation leads to purchase if there is sufficient amount of money and certainty of future income. If the consumer expectations are fulfilled then it leads to satisfaction otherwise it leads to dissatisfaction. The major problem identified for this model is that the variables are not properly mentioned and there is also vagueness in environmental variables.
Darley, Blankson and Luethges model (2010) This model is based on the Engel, Blackwell and Miniard model (1968) where the impact of factors like beliefs, attitudes and intentions are added in the five stages model. The influential factors identified are online environment, economic and situational factors, socio-cultural factors and individual characteristics. The drawback of this model is that it is sequential in process and is not able to justify purchase process.
Darley, Blankson and Luethge Model Source: Darley, Blankson and Luethge, 2010 Literature Review According to Virdi et al, (2007), people of age group between 20-30 years are mostly internet surfers and people belong to the age group of 40 are hesitant to do online shopping because they are not tech savvy. Mostly they use internet for e-mail purpose. According to Dahiya, (2012), online shopping in India is affected by age, gender, marital status, family size and income. Age factors do not have too much impact on online shopping in India. Females are more inclined towards online shopping than males. Family size has impact on online shopping; nuclear and extended families are less shoppers as compared to family with two children. There is no effect of education on online shopping. ANOVA technique is used for analyzing data. According to Rakesh and Khare, (2012), discounts and good deals do not influence online shoppers. Website, layout, product displays and payment modes factors have been understood through value consciousness and low prices. The study depict that its not applicable for Indian consumers. According to Javadi et al, (2012), consumer attitude have significant impact on online shopping behavior. Nazir et al, (2012), explains that security is the factor that creates hindrance for people in purchasing online. It includes sharing personal details of debit or credit card. People also think that shopping from market place involves more effort than shopping through online.
Mengli, (2010) explains that Gender, age and education level creates no difference in the attitude of the consumers towards online shopping. There various factors which have significant impact on the attitude towards online shopping are trust, perceived risk, perceived usefulness, personal awareness of security and perceive ease of use. Abadi, Hafshejani and Zadeh, (2011) explains effect of various factors like trust, perceived usefulness, firm reputation, social influence, perceived enjoyment and perceived risk towards online purchase intention. In which trust is the most important factor, then enjoyment. Firm reputation also plays an important role. Shim et al. (2001), stated in his study that internet is used for the searching the information as well as for shopping. Various factors like previous purchase experience through internet, perceived behavioral control, and attitude toward internet shopping have indirect effect on using internet for purchase. Heijden et al. (2001) stated in his studies that trust indirectly effect the attitude towards the company by reducing the perceived risk. Online purchase intention and attitude towards shopping are not significantly influenced by website usefulness. Objectives: To understand variables influencing online shopping consumer behavior and to understand the applicability of EB Model on Indian online shoppers. Research Methodology Primary data is used for this research and it is collected through the tool called questionnaire. Sample area is Dehradun. Convenience sampling method is applied. Questionnaire is send to the selected respondents through e-mail. 110 respondents were part of this study and all of them are internet users. The analysis is done using the SPSS software and factor analysis test and linear uni-variate analysis is used. Data Interpretation and Analysis S. No 1 2 3 4 Demographic Total variables Age Below 15 15-19 years 20-26 year Above 26 years years Count 00 10 50 50 110 Gender Male Female Count 70 40 110 Income Less than 3 3 lakhlakh 499999 Count 30 45 Education Intermediate Graduation or below Count 00 10 5 lakh 699999 7 lakh and above 00 10 110 110
Area Count
Urban area
110
Interpretation: 50 respondents belong to category of 20-26 and above 26 years of age, 10 respondents belong to 15-19 years of category and no respondent belong to below 15 years category. 70 respondents belong to the category of male and 40 respondents belong to the category of female. 45 respondents have annual income between 3lakh to 499999, 35 respondent have 5 lakh to 699999, 30 respondent have less than 3 lakh and no respondent belong to the category of 7lakh and above 90 respondents belong to post graduation category, 10 respondents belong to doctorate and graduation category and no respondent belong to intermediate and below category. 70 respondents belong to urban area, 25 belong to semi-urban area and 15 belong to rural area. Preference towards Online-shopping Prefer Online-shopping Yes 75 No 35 Total 110
Interpretation: 75 respondents prefer online shopping and 35 respondents do not prefer online shopping. Reason for Online-Shopping
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Communalities Initial Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .973 .973 .902 .855 .842 .908 .950 .808 .866 .737 .728 .922 .953 .934 .898 .852 .715 .842 .802 .814 .766 .940 .817
Component Matrixa Component 4 5 .238 .238 -.426 .114 .787 .289 .571 .157 .090 -.055 -.292 .149 .350 .655 -.085 -.191 -.124 -.299 -.437 .229 -.028 -.263 -.154 -.228 -.228 .087 -.406 .099 .466 -.040 .245 .342 .438 .092 -.550 .128 -.217 -.146 .519 .183 .171 -.309 .585 -.109 -.159 -.057
1 Website Quality Website satisfaction Website experience Website Interface Culture Friends Influence Family Influence Internet Availability Shopping Ease Economical Variety of Choices Comparisons Entertainment Leisure activity Home delivery Better service Payment options Returnability Free shipping Trend Influence by e-promotion on mails Influence by promotion on social networking site Influence by promotion on other websites .596 .596 .647 .766 .304 .440 .233 .339 .420 .156 .363 .283 -.044 .357 .583 .663 .630 .326 .482 .298 .716 .793 .715
2 .173 .173 .183 -.231 -.250 .396 .374 -.696 -.702 .658 .574 .329 .603 -.095 .105 .193 -.329 -.191 -.072 -.065 -.014 .004 -.008
3 .545 .545 .353 -.060 -.040 -.125 -.635 .149 .239 -.251 .340 .399 .164 -.287 -.227 -.073 .171 -.512 -.141 .448 -.352 -.101 -.489
6 -.126 -.126 .265 -.159 -.223 -.359 .032 -.211 .073 -.063 -.240 .017 .516 .467 .038 .033 .328 .027 .439 .299 .075 -.369 -.019
7 -.313 -.313 .201 .091 .048 .069 .031 .233 .078 .069 -.026 .496 .281 -.144 -.634 -.214 -.045 -.010 -.026 .046 .186 .253 .197
8 .262 .262 -.160 -.010 -.067 -.327 -.151 .059 .064 .114 .003 -.055 .275 .015 -.253 .136 -.153 .564 -.255 -.184 .276 -.088 -.036
Interpretation
There are twenty three factors used for analysis of need recognition in this study. These factors have been selected through research papers and the models itself. For example website interface, website experience, website satisfaction, website quality, culture, reference group (Darley Blankson and Luethges model). The factor analysis has divide the various factors into eight components but no factor lies in third and six components, so in total there are six components. Component I II IV V VII VIII Factors Website quality, website interface, website satisfaction, internet availability, website experience, shopping ease, home delivery, better service, payment options and free shipping Economical, variety of choices and entertainment Culture, family influence and leisure activity Friends influence and trend Comparisons Returnability New name On-line shopping variables Benefits Traditional impact Modern impact Comparison Returnability
Communalities Initial Value Uniqueness Ease Goodwill Website usage Payment 0ptions Deliver options Discount offers Freedom of shopping anytime 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .725 .820 .826 .621 .724 .815 .849 .851 .810
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Initial Eigenvalues Total 4.285 1.599 1.156 .682 .536 .275 .234 .148 .085 % of Variance Cumulative % 47.617 17.770 12.846 7.583 5.954 3.052 2.595 1.640 .943 Component Matrixa Component 1 Value 2 3 47.617 65.387 78.233 85.816 91.770 94.823 97.417 99.057 100.000 Extraction Sums of Squared Loadings Total 4.285 1.599 1.156 % of Variance Cumulative % 47.617 17.770 12.846 47.617 65.387 78.233
Communalities Initial Value Uniqueness Ease Goodwill Website usage Payment 0ptions Deliver options Discount offers Freedom of shopping anytime 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .725 .820 .826 .621 .724 .815 .849 .851 .810
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Initial Eigenvalues Total 4.285 1.599 1.156 .682 .536 .275 .234 .148 .085 % of Variance Cumulative % 47.617 17.770 12.846 7.583 5.954 3.052 2.595 1.640 .943 Component Matrixa Component 1 Value 2 3 47.617 65.387 78.233 85.816 91.770 94.823 97.417 99.057 100.000 Extraction Sums of Squared Loadings Total 4.285 1.599 1.156 % of Variance Cumulative % 47.617 17.770 12.846 47.617 65.387 78.233
Communalities Initial Value Uniqueness Ease Goodwill Website usage Payment 0ptions Deliver options Discount offers Freedom of shopping anytime 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .725 .820 .826 .621 .724 .815 .849 .851 .810
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Initial Eigenvalues Total 4.285 1.599 1.156 .682 .536 .275 .234 .148 .085 % of Variance Cumulative % 47.617 17.770 12.846 7.583 5.954 3.052 2.595 1.640 .943 Component Matrixa Component 1 Value 2 3 47.617 65.387 78.233 85.816 91.770 94.823 97.417 99.057 100.000 Extraction Sums of Squared Loadings Total 4.285 1.599 1.156 % of Variance Cumulative % 47.617 17.770 12.846 47.617 65.387 78.233
Communalities Initial Value Uniqueness Ease Goodwill Website usage Payment 0ptions Deliver options Discount offers Freedom of shopping anytime 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .725 .820 .826 .621 .724 .815 .849 .851 .810
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Initial Eigenvalues Total 4.285 1.599 1.156 .682 .536 .275 .234 .148 .085 % of Variance Cumulative % 47.617 17.770 12.846 7.583 5.954 3.052 2.595 1.640 .943 Component Matrixa Component 1 Value 2 3 47.617 65.387 78.233 85.816 91.770 94.823 97.417 99.057 100.000 Extraction Sums of Squared Loadings Total 4.285 1.599 1.156 % of Variance Cumulative % 47.617 17.770 12.846 47.617 65.387 78.233
Communalities Initial Value Uniqueness Ease Goodwill Website usage Payment 0ptions Deliver options Discount offers Freedom of shopping anytime 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .725 .820 .826 .621 .724 .815 .849 .851 .810
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Initial Eigenvalues Total 4.285 1.599 1.156 .682 .536 .275 .234 .148 .085 % of Variance Cumulative % 47.617 17.770 12.846 7.583 5.954 3.052 2.595 1.640 .943 Component Matrixa Component 1 Value 2 3 47.617 65.387 78.233 85.816 91.770 94.823 97.417 99.057 100.000 Extraction Sums of Squared Loadings Total 4.285 1.599 1.156 % of Variance Cumulative % 47.617 17.770 12.846 47.617 65.387 78.233
Interpretation There are nine factors used for analysis of search and alternative evaluation in this study. These factors have been selected through research papers and the models itself. The factor analysis has divided the various factors into three components. Component I II III Factors New name Ease, Goodwill, Website usage, payment options, delivery and Internet freedom of shopping anytime Shopping experience Value and Discount offers Pricing policies Uniqueness Uniqueness
Communalities Initial Website design Information Quality Payment method E-Service Quality Product Quality Product Variety Service Delivery Protection of privacy Kind of merchandising Security of transaction Ease of browsing Return policy Confirmation mail Customer support Complaints redressed Competitive price 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .789 .602 .840 .745 .806 .775 .718 .884 .718 .770 .902 .917 .851 .832 .653 .744
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 Initial Eigenvalues Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403 Extraction Sums of Squared Loadings Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403
Communalities Initial Website design Information Quality Payment method E-Service Quality Product Quality Product Variety Service Delivery Protection of privacy Kind of merchandising Security of transaction Ease of browsing Return policy Confirmation mail Customer support Complaints redressed Competitive price 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .789 .602 .840 .745 .806 .775 .718 .884 .718 .770 .902 .917 .851 .832 .653 .744
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 Initial Eigenvalues Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403 Extraction Sums of Squared Loadings Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403
Communalities Initial Website design Information Quality Payment method E-Service Quality Product Quality Product Variety Service Delivery Protection of privacy Kind of merchandising Security of transaction Ease of browsing Return policy Confirmation mail Customer support Complaints redressed Competitive price 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .789 .602 .840 .745 .806 .775 .718 .884 .718 .770 .902 .917 .851 .832 .653 .744
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 Initial Eigenvalues Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403 Extraction Sums of Squared Loadings Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403
Communalities Initial Website design Information Quality Payment method E-Service Quality Product Quality Product Variety Service Delivery Protection of privacy Kind of merchandising Security of transaction Ease of browsing Return policy Confirmation mail Customer support Complaints redressed Competitive price 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .789 .602 .840 .745 .806 .775 .718 .884 .718 .770 .902 .917 .851 .832 .653 .744
Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent 1 2 3 4 5 Initial Eigenvalues Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403 Extraction Sums of Squared Loadings Total 5.835 2.412 1.904 1.278 1.116 % of Variance Cumulative % 36.466 15.075 11.901 7.989 6.972 36.466 51.541 63.442 71.431 78.403
Component Matrixa 1 Website design Information Quality Payment method E-Service Quality Product Quality Product Variety Service Delivery Protection of privacy Kind of merchandising Security of transaction Ease of browsing Return policy Confirmation mail Customer support Complaints redressed Competitive price .041 .744 .424 .635 .211 .788 .709 .763 .740 .842 .277 .462 .756 .456 .788 -.002 2 -.036 -.129 .696 -.449 .647 -.197 .152 .328 -.225 -.091 -.584 -.167 .057 .524 -.064 .640 Component 3 .272 -.086 .295 .237 -.211 .229 -.190 -.265 .230 -.003 .602 -.736 -.318 .568 -.045 .304 4 .777 .153 -.200 -.013 .185 .200 -.312 -.295 .202 -.213 -.293 .366 .028 .158 .059 .128 5 .328 -.023 -.219 -.291 -.514 -.151 .242 .191 -.161 .083 .191 .016 .418 -.033 -.152 .474
Extraction Method: Principal Component Analysis. a. 5 components extracted. Interpretation There are sixteen factors used for analysis of outcome in this study. These factors have been selected through research papers and the models itself. The factor analysis has divide the various factors into five components but no factor lies in fifth component, so in total there are four components. Component I II III IV Factors Information quality, e-service quality, product variety, service delivery, protection of privacy, kind of merchandising, security of transactions and return policy. Payment method, product quality and competitive price Ease of browsing and customer support Website design New name Quality of services Company Policies Customer ease Website design
Between-Subjects Factors Value Label Value 0 1 2 Uniqueness 3 0 1 2 3 0 1 2 3 0 1 2 3 0 1 2 3 0 1 2 3 0 1 2 3 0 1 Strongly Agree Agree Neutral Disagree Strongly Agree Agree Neutral Disagree Strongly Agree Agree Neutral Disagree Strongly Agree Agree Neutral DIsagree Strongly Agree Agree Neutral Disagree Strongly Agree Agree Neutral Disagree Strongly Agree Agree Neutral Disagree Strongly Agree Agree N 15 60 30 5 45 45 15 5 45 50 10 5 45 40 10 15 30 45 25 10 30 65 10 5 45 55 5 5 40 55
Ease
Goodwill
Website usage
Payment 0ptions
Deliver options
Discount offers
Tests of Between-Subjects Effects Dependent Variable: Preference Source Corrected Model Intercept Value Uniqueness Ease Goodwill Websiteusage Paymentoptions Deliveroptions Discountoffers Freedomofshopping Error Total Corrected Total Type III Sum of Squares 17.424a 2.659 .045 1.463 .000 .000 .044 .507 .256 2.230 .533 4.394 30.000 21.818 df 18 1 2 1 0 1 2 1 1 2 1 91 110 109 Mean Square .968 2.659 .022 1.463 . .000 .022 .507 .256 1.115 .533 .048 F 20.048 55.076 .461 30.303 . .000 .452 10.501 5.303 23.092 11.046 Sig. .000 .000 .632 .000 . 1.000 .638 .002 .024 .000 .001
a. R Squared = .799 (Adjusted R Squared = .759) Interpretation: As R squared is .799, hence it can be concluded that EB model is applicable on Indian online shoppers. Findings and Conclusion
Factors in favor of EB model: All the factors like culture, family influence, discount offers, experience are included in EB model, which are also applicable on online decision making. Factors in against of EB model All the factors like website quality, website interface, website satisfaction, internet availability, website experience, e-service quality, ease of browsing, information quality, e-promotion techniques are missing in traditional EB model. Recommendations The marketer has to consider all the factors which are related to online consumer decision making. Though the factors which are used in traditional model are also applicable but if they ignore the other factors like website experience, e-promotional activities etc than it can effect in losing the market share of the company who are dealing in market space. So, it can be concluded that Engel Blackwell model is applicable on Indian Online shoppers but marketer also has to consider the factors which are related to online shopping.
Limitations Time constraint- the time for the research was very short. Respondents biasness cannot be ignored.
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