Published Paper


Consumers Attitude, Buying Behavior and Satisfaction towards Online Shopping

Mr. S. Tamilselvan, Dr.P.Nalasivam
NA
Page: 1082-1097
Published on: 2024 June

Abstract

The proliferation of the internet and digital technologies has transformed the retail landscape, ushering in the era of online shopping. This shift has not only altered how consumers interact with brands but has also revolutionized their purchasing behavior and satisfaction levels. Understanding these dynamics is crucial for businesses to thrive in the competitive e-commerce environment. In India, the e-commerce industry has experienced rapid growth, accelerated further by the COVID-19 pandemic. Major players like Amazon, Flipkart, and Snapdeal are intensifying competition, leading to innovations in logistics, payment solutions, and customer service. Despite the significant opportunities for growth and innovation, challenges such as regulatory changes and data privacy concerns persist. This study aims to investigate the factors influencing consumer behavior towards online shopping in Coimbatore City, India.The research focuses on internet users in Coimbatore City who are interested in buying products or services online. The sample population consists of consumers who have experienced online shopping through various retail stores and web-based merchants. Structured personal interviews using questionnaires were employed to collect primary data, ensuring a comprehensive understanding of consumer behavior. Additionally, online questionnaires were distributed to gather responses from a diverse range of participants. A total of 390 usable responses were obtained after addressing missing data.The study employs the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) as the theoretical framework to analyze consumer behavior towards online shopping experiences. Confirmatory Factor Analysis (CFA) was conducted using AMOS 20.0 software to validate the measurement model. The results indicate high convergent validity, with factor loadings exceeding 0.5 and construct reliabilities surpassing 0.7. Furthermore, discriminant analysis confirms the distinctiveness of the measurement model's constructs.Key findings reveal that factors such as price, trust, convenience, consumer habits, and website information significantly influence consumer attitudes, buying intentions, and satisfaction levels in the Indian e-commerce market. The study provides valuable insights for online marketers to enhance their strategies, attract and retain customers, and drive sustainable growth in the dynamic e-commerce landscape.

 

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