• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2017, Volume: 10, Issue: 1, Pages: 1-9

Original Article

Website Attributes and its Impact on Online Consumer Buying Behaviour: An Empirical Study of Online Consumers in Mumbai Region


Objectives: Slowly online retailing is gaining popularity in India and now Indian consumers prefer online shopping over traditional in-store shopping. During online shopping various factors impact consumer’s buying decisions process and what makes it different from traditional in-store shopping is involvement of internet. This research paper aims to identify the various factors impacting online consumer buying behaviour, specifically related to website. Methods/Statistical Analysis: Factors impacting online consumer buying behvaiour have been identified by detailed literature review and based on that questionnaire has been prepared focusing on website attributes. After that data has been collected from Mumbai city using online survey method. Out of collected 133 responses 123 have been be considered for further data analysis. Findings: From this study, it is seen that while selecting a website for online shopping consumers give preference to websites which offers varied and quality products, better price and discounts, less delivery time and after sales services. Analysis based on demographic factors shows that while it comes to loyalty towards a website female are more loyal toward a particular website than male. Application and Improvement: Features identified by this research can help digital marketers to design and develop their website in such a way that they can grab attention of more and more customers and gain competitive advantage. *Author for correspondence 1. Introduction Internet has given a dynamic boost to the growth of retail sector across the globe. In developed countries like UK and USA e-commerce is very well established while in developing countries like India and China it is in growth stage. In India developing infrastructure, various government policies, demonetization, cost effective smart phones and low-cost internet services are helping in growth of internet users as well as e-commerce. This growth is not restricted to tier-I cities but it also applies Indian Journal of Science and Technology, Vol 10(47), DOI: 10.17485/ijst/2017/v10i47/119973, December 2017 ISSN (Print) : 0974-6846 ISSN (Online) : 0974-5645 on tier-II and tier-III cities. According to Internet Live Stats Report (2016) India ranks 2nd globally in the number of internet users, after China and before U.S with 34.8 % penetration (of population). According to one report by Statista (2016) revenue of e-commerce is anticipated to show an annual growth rate (compound annual growth rate 2017-2021) of 22.6 %, which will result US$45, 172 million volume market by 2021. Figure 1 shows expected revenue as well as growth in various segments. Report also states that in India number of e-commerce users is projected reach to 306.1 m by 2021.

Keywords: Attitude, Consumer Buying Behaviour, Online Shopping Website


Subscribe now for latest articles and news.