Indian Journal of Science and Technology
Year: 2016, Volume: 9, Issue: 32, Pages: 1-7
S. Subhashini* and K. S. Hemamalini
School of Management Studies, Vels University, Pallavaram, Chennai - 600117, Tamil Nadu, India; [email protected]
*Author for correspondence
School of Management Studies
Background/ Objectives: The purpose of the study is to identify and examine the drivers of e-commerce business. Perceived value, attitude, customer satisfaction and loyalty are studied as the drivers of e-commerce business in this research article. Methods/Statistical Analysis: A deductive approach is used in this research, which attempts to understand the theory first and the data collected is tested. A questionnaire form of survey is chosen for the study. The sampling strategy used is stratified purposive sampling with sample size 200 reasonably split among students, homemakers, and service professionals. To measure the factors, five-point Likert scales ranging from strongly disagree to strongly agree are used. An empirical evaluation of the relationship of factors has been done and proved statistically. SPSS tool is used for correlation and regression analysis. Findings: This study contributes to the drivers of e-commerce business. Perceived value is measured through functional value, social value and emotional value. The attitude formed through this value enhances online buying behaviour. The research projects a positive attitude towards the buying behavior. This article brings out the importance of perceived value, attitude, customer satisfaction and customer loyalty in the e-commerce business sector. There is a significant positive effect of online customer satisfaction on customer loyalty. Application/ Improvement: The e-commerce businesses, in order to succeed, must have greater focus on the perceived value and customer satisfaction. This paper contributes to the enhancement of online customer relationship pertaining to e-commerce.
Keywords: Attitude, Customer Satisfaction, e-commerce, Loyalty, Perceived Value
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