CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

INTRODUCTION
The growing use of Internet in India provides a developing prospect for online shopping.
If E-marketers know the factors affecting online Indian behavior, and the relationships between
these factors and the type of online buyers, then they can further develop their marketing
strategies to convert potential customers into active ones, while retaining existing online
customers. Electronic commerce, commonly known as e-commerce or e-commerce, consists of
the buying and selling of products or services over electronic systems such as the Internet and
other computer networks. A small percentage of electronic commerce is conducted entirely
electronically for virtual items such as access to premium content on a website, but most
electronic commerce involves the transportation of physical items in some way. Online retailers
are sometimes known as e-retailers and online retail is sometimes known as e-tail. Almost all big
retailers have electronic commerce presence on the World Wide Web.
The online purchasing behavior of online shoppers and factor influencing online
shopping behavior and its future perspective. Internet is changing the way consumers shop and
buy goods and services, and has rapidly evolved into a global phenomenon. Many companies
have started using the Internet with the aim of cutting marketing costs, thereby reducing the price
of their products and services in order to stay ahead in highly competitive markets
Internet is changing the way consumers shop and buy goods and services, and has rapidly
evolved into a global phenomenon. Many companies have started using the Internet with the aim
of cutting marketing costs, thereby reducing the price of their products and services in order to
stay ahead in highly competitive markets. Companies also use the Internet to convey,
communicate and disseminate information, to sell the product, to take feed back and also to
conduct satisfaction surveys with customers. Customers use the Internet not only to buy the
product online, but also to compare prices, product features and after sale service facilities they
will receive if they purchase the product from a particular store. Many experts are optimistic
about the prospect of online business.
In addition to the tremendous potential of the E-commerce market, the Internet provides a
unique opportunity for companies to more efficiently reach existing and potential customers.
Although most of the revenue of online transactions comes from business-to-business commerce,
the practitioners of business-to-consumer commerce should not lose confidence. It has been
more than a decade since business-to-consumer E-commerce first evolved. Scholars and

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 CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

practitioners of electronic commerce constantly strive to gain an improved insight into consumer
behavior in cyberspace. Along with the development of E-retailing, researchers continue to
explain E-consumers’ behavior from different perspectives. Many of their studies have posited
new emergent factors or assumptions which are based on the traditional models of consumer
behavior, and then examine their validity in the Internet context.
LITERATURE REVIEW
The current literature on consumer online purchasing decisions has mainly on centrated
on identifying the factors which affect the willingness of consumers to engage in Internet
shopping. In the domain of consumer behaviour research, there are general models of buying
behavior that depict the process which consumers use in making a purchase decision.
Bikramjit Rishi (2010) in their study on online shopping is an innovative option of
distribution available in the hands of marketers. It is innovative and creative because marketers
can experiment with it in form, content, visibility and availability. In India online shopping is
considered as a relevant alternative channel for retailing and it is now an important part of the
retail experience. This research study is an empirical study to find out the motivators and
decisional influencers of online shopping. The sample has been selected from the youth
population as this group of people actually use internet to buy online. The study highlights that
reliability; accessibility and convenience are the major motivator factors which motivate the
Indian consumer to buy online. Similarly, reluctance and preference are the two decisional
factors which influence the decision.
Harris Interactive (2009) in their study of online customer experience. The survey
found that online customer experience reached an inflection point in 2009. The percent of
consumers who have experienced problems when conducting transactions online showed its first
substantial decrease in five years -- from approximately 87% in all previous Tealeaf surveys to
80% in 2009. While the percent of consumers experiencing online transaction problems, at 80%,
remains high (the potential online shopping dollars impacted by transaction problems rings up at
$47.6 billion), this improvement points to a growing business focus on delivering better
customer experiences. The survey sheds light on forces driving this accelerated online customer
experience focus, including the down economy and increased consumer power due to
experience-sharing via social media. It also examines consumer behavior when transacting

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online, call center behavior related to online issues and mobile commerce. Verticals represented
in the findings include retail, insurance, travel and financial services.
San Francisco, CA – 6th October 2009 - the leader in online Customer Experience
Management software (CEM), today announced the results of the 5th annual survey of online
consumer behavior, commissioned by Tealeaf and conducted by Harris Interactive® [results
available at www.tealeaf.com/Harris]. The survey found that 48% of U.S. online adults say that
they are now conducting more online transactions than they did in the past given the current
economic climate. However, 80% of adults who have conducted an online transaction in the past
year experience problems when doing so in 2009. Previous Tealeaf surveys have consistently
shown that approximately 87% were affected.
This improvement over prior years may be attributed to a growing business focus on
delivering better online customer experiences. While this reported decline in online transaction
issues is good news, online customer experience is still very much a work in progress. The
percentage of consumers affected by issues such as error messages (38%), endless loops (19%)
and login problems (28%) is still extremely high. 1 Further, the resulting business impact is
significant, as 32% of those who experience issues when conducting transactions online would
simply take their business elsewhere (to either an online or offline competitor) or abandon the
transaction entirely. In 2009, $47.6 billion
Anders Hasslinger; Selma Hodzic; Claudio Opazo (2008-02-01) in their study they showed
that developed into a new distribution channel and online transactions are rapidly increasing.
This has created a need to understand how the consumer perceives online purchases. The
purpose of this dissertation was to examine if there are any particular factors that influence the
online consumer. Primary data was collected through a survey that was conducted on students at
the University of Kristianstad.Price, Trust and Convenience were identified as important factors.
Price was considered to be the most important factor for a majority of the students. Furthermore,
three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these
segments we found a variation of the different factors importance and established implications
for online book stores
David Anderson (02.02.2006) in their research carried out by a consumer behaviour researcher
at Henley Management College has investigated what drives people to search online. The
findings reveal that convenience, time-efficiency and personal control are the key drivers for

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 CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

consumers to search online, rather than cost. It also shows that the relationship between
traditional and online retailing outlets needs to be more unified E-shopping has changed the face
of retail, and surfers are now looking for spring sale bargains. This is following a bumper e-
Christmas, where Internet shopping soared almost 50% during the 10-week run-up to Christmas
2005 (IMRG).
Petrovic Dejan (2006) in his study on Analysis of consumer behaviour online explained
that the most relevant behavioral characteristics of online consumers and examine the ways
they find, compare and evaluate product information. Comparison of the newly collected survey
data with the existing consumer behaviour theory resulted in detection of a number of issues
related to a specific consumer group. The purpose of this report is to translate these findings into
a set of implementation activities on strategic and technological level. Execution of these
recommendations will result in better conversion of visitors into customers and encourage
customer loyalty and referrals. The focus group of this study will be young adults aged between
eighteen and thirty-four interested in buying a mobile phone or a related product
Shun &Yunjie (2006) in their study showed that there are product types, which are more likely
to be sold online such as software, books, electronics and music. Reason for this is that when
purchasing these types of products, one does not require personal inspection and most, if not all
features, can be outlined in the product description and images. Most products in the mobile
phone family belong to this category. According to the recent research on consumer behaviour
on the Internet users (Cotte, Chowdhury, Ratenshwar& Ricci, 2006), there are four distinct
consumer groups with different intentions and motivations:
 Exploration  Entertainment  Shopping  Information
These models are very important to marketers as they have the ability to explain and
predict consumers’ purchase behaviour. The classic consumer purchasing decision-making
theory can be characterized as a continuum extending from routine problem-solving behaviours,
through to limited problem solving behaviours and then towards extensive problem-solving
behaviours [Schiffman et al., 2001]. The traditional framework for analysis of the buyer decision
process is a five-step model. Given the model, the consumer progresses firstly from a state of felt
deprivation (problem recognition), to the search for information on problem solutions. The
information gathered provides the basis for the evaluation of alternatives. Finally, post-purchase
behaviour is critical in the marketing perspective, as it eventually affects consumers’ perception

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of satisfaction/dissatisfaction with the product/service. This classic five stage model comprises
the essence of consumer behaviour under most contexts. Nevertheless, the management of
marketing issues at each stage in the virtual environment has to be resolved by individual
Emarketers. Peterson et al. [1997] commented that it is an early stage in Internet development in
terms of building an appropriate dedicated model of consumer buying behaviour. Decision
sequences will be influenced by the starting point of the consumer, the relevant market structures
And the characteristics of the product in question. Consumers' attitude towards online shopping
is a prominent factor affecting actual buying behaviour.
RESEARCH OBJECTIVES
The objective of this study is to synthesize the representative existing literature on
consumer online shopping attitudes and behaviour based on an analytical literature review. In
doing so, this study attempts to provide a comprehensive picture of the status of this subfield and
point out limitations and areas for future research. The purpose of this research study is to
investigate online consumer behaviour, which in turn provides E-marketers with a constructional
framework for fine-tuning their E-businesses’ strategies. The specific objectives of this research
are:
1. To identify key factors influencing online shopping purchase behaviour.
2. To identify the factors that can explain the differences in online buying behaviour among
different online buyers.
RESEARCH METHODOLOGY
Data for this study was collected by means of a Survey conducted in Trichy Region
within a period of Fifteen days. The sample size was 50. Questionnaires were filled at two
different places i.e .The Questionnaire was used mainly to test the model proposed for Attitude
towards online shopping.
We took around eleven different factors by studying the existing models of consumer
attitudes that play an important role in online purchase, and then proposed a model leading to
online shopping.
ONLINE SHOPPING IN INDIA
It is a fact that a great online shopping revolution is expected in India in the coming
years. There is a huge purchasing power of a youth population aged 18-40 in the urban area.
If we observe the growth of Indian online transactions from the above graph, it is getting

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Doubled year by year the usage of internet in India is only 4% of the total population. This is
also getting increased day by day as the costs of computers are decreasing and net penetration is
increasing. The cost of internet usage is also getting lower, with good competition among the
providers. Wi-Fi & Wimax is also getting tested in Bangalore and other cities in India. This will
increase the usage as it goes more on wireless internet. Indians are proving every time that they
can beat the world when it comes to figures of online shopping. More and more Indians are
going to online shopping and the frequency of India’s online buying is crossing the overall
global averages.
Factors That Boost Online Shopping in India
Rapid growth of cybercafés across India
Access to Information
The increase in number of computer users
Reach to net services through broadband
Middle-class population with spending power is growing. There are about 200
million
of middle-class population good spending powers. These people have very little time
to spend for shopping. Many of them have started to depend on internet to satisfy their
shopping desires.
CHANGING ATTITUDE TOWARDS ONLINE SHOPPING
“Awareness, Future Demand Focus for Emerging Markets & Current Issues” Malls
springing up everywhere and yet people are E-shopping! And not in small numbers either.
Consumers are more rational nowadays and have ability to get the choices from the market.
Awareness among the consumers is spread through internet. The number of internet users is
increasing day by day which attracts people who have an option to buy online. It was never
thought that Indians would go in for e-shopping in such a big way. Ticketing, travel bookings
and even books and movies seem fine to buy online. Knowing that in India sizes vary from brand
to brand and quality is inconsistent, even of some electronic items, how is it that there are people
buying these items online? In India there are some segments of people who have not yet tried
purchasing over internet.
It was never thought that Indians would go in for e-shopping in such a big way.
Ticketing, travel bookings and even books and movies seem fine to buy online. Knowing that in

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India sizes vary from brand to brand and quality is inconsistent, even of some electronic items,
how is it that there are people buying these items online?
Well, Assocham says that books are the hottest selling item on the internet. In fact most
products bought and sold off online are: books, electronic gadgets and railway tickets. However,
people are also buying clothes; gifts, computer and peripherals, and a few are buying home tools
and products, home appliances, toys, jewelry, beauty products and health and fitness products.
Traffic for e-commerce sites is mostly coming from the two metros of Delhi and Mumbai.
Here are few reasons for this:
1. Convenience
It is the major reason. Both the cities are spread out over a large area and the best stores
in both these cities are often concentrated in certain ‘posh’ areas. In Mumbai for example there
are certain items you get only in Crawford market which is at the other end of town in South
Mumbai. And demographics show that the population of Mumbai is now concentrated in the
suburbs. Ofcourse, huge malls have come up in the suburbs as well, and India’s biggest
mallNirmal Lifestyle is in far-flung Mulund but often you find a better choice of sizes and styles
choice in other malls, say Phoenix (central Mumbai). And though both Mumbai and Delhi have
transport system, few people like to travel for two hours just to get to a shop at the other end of
town. Clearly the transport systems leave much to be desired. In Delhi, safety is also an issue for
women traveling alone in the evenings.
2. Literacy Rate and the Cities’ Internet Savvy Population
Most cities in India have a higher literacy rate as compared to the national average of
64.8 percent. In fact Mumbai has a highest literacy even amongst the cities (86 per cent). Delhi
too has a high literate population (81.2 per cent). Oddly, although Bangalore has a higher literacy
rate than Delhi, at 83 per cent, the city’s share of e-commerce is not very high. Kolkata too has a
literacy rate (80.8 per cent) and so does Chennai (80.1 percent.) If one compares these rates to
literacy rates of cities like Patna (62.9 percent), Jaipur (67 percent), Indore (72 percent) or
Warangal (73 percent) its clear why it’s the metros which are going to continue to lead e-
shopping.
3. Home delivery concept
In any case, home delivery is a concept that Indians are familiar with and love. The mall
craze has started only now. Earlier it was a choice between sweating it out in small crowded

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markets, or asking a friendly neighborhood kirana (grocer) to deliver groceries home and this
system is still thriving.
4. Increase in the Internet users
Increasing penetration of Internet connectivity and PCs has led to an increase in the
Internet users across India. The demographic segments that have witnessed maximum growth
comprise college going students and young persons. These segments are the users of advanced
applications and technologies online and are most likely to be heavy Ecommerce users.
5. Increase in the number of buyers and sellers
The success of a marketplace depends on the presence of a large number of buyers and a
large number of sellers. In addition to online buyers, many offline stores have begun to sell their
products in the online marketplace. The greater the number of sellers and buyers, the faster the
market grows.
PROPOSED MODEL
After examining the 10 empirical studies, we identify a total of eleven interrelated factors
for which the empirical evidences show significant relationships. These ten factors are perceived
usefulness, perceived ease of use, perceived enjoyment, information on online shopping, security
and privacy, quality of internet connection, attitude towards online shopping, intention to shop
online, online shopping decision making, online purchasing, and consumer satisfaction. Six
(perceived usefulness, perceived ease of use, perceived enjoyment, information on online
shopping, security and privacy, quality of internet connection )are found to be ordinarily
independent and five (attitude toward online shopping, intention to shop online, decision making,
online purchasing, and consumer satisfaction) are ordinarily dependent variables. Consumer
satisfaction is considered to be a separate factor in this study. It can occur at all possible stages
depending on consumer’s involvement during the online shopping process. The relationships
between satisfaction, attitude, intention, decision making and online purchasing are proposed to
be two-way relationships due to the reciprocal influences of each on the other. In addition, three
of the antecedents, perceived usefulness, perceived ease of use, perceived enjoyment , have been
found to have direct impact on consumer satisfaction.
Perceived Usefulness
Perceived usefulness is defined as the degree to which a person believes that using a
particular system would increase his or her job performance. It is an important factor affecting

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acceptance of an information system, because the ultimate aim of any person is the superior job
performance.
Perceived Ease of Use
This is an important factor that affects the acceptance of a particular information system.
It is defined as the degree to which a person believes that using a particular information system
would be free of effort. Hence an application perceived to be easier to use would more likely be
accepted by the user.
Perceived Enjoyment
Enjoyment refers to the extent to which the activity of using a computer is perceived to
be enjoyable in its own rights. This is seen as an intrinsic source of motivation to use a particular
application.
Amount of Information
Amount of information is defined as the information which is available for the product
which a person wants to buy through online shopping. This factor eases the decision of the user
to actually buy the product or not, or which product to buy. This factor becomes even more
important in case of High Involvement product.
Security and Privacy
Security and privacy are the main factors which hinder the growth of online shopping.
The user is concerned about his ID and Password which can be stolen by persons with wrong
intentions and then misuse it. At the same time they are concerned that their personal information
may be sold to the third party which poses a serious threat to their privacy.
Quality of Internet Connection
Not only is the presence of internet connection necessary but also its Quality is important
to shop online. This is an important factor which determines whether the user would shop online
or not because presence of internet is a basic necessity for this mode of shopping.
ATTITUDE TOWARDS ONLINE SHOPPING
Consumer’s attitudes toward online shopping have gained a great deal of attention in the
empirical literature. It is believed that consumer attitudes will affect intention to shop online and
eventually whether a transaction is made. It refers to:
1) The consumer’s acceptance of the Internet as a shopping channel

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 CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

2) Consumer attitudes toward a specific Internet store (i.e., to what extent consumers think that
shopping at this store is appealing).
PROPOSED
INTENTION TO SHOP ONLINE
Consumer’s intention to shop online refers to their willingness to make purchases in an
Internet store. Commonly, this factor is measured by consumer’s willingness to buy and to return
for additional purchases. The latter also contributes to customer loyalty. Consumer’s intention to
shop online is positively associated with attitude towards Internet buying, and influences their
decision-making and purchasing behavior. In addition, there is evidence of reciprocal influence
between intention to shop online and customer satisfaction.
ONLINE SHOPPING DECISION MAKING
Online shopping decision-making includes information seeking, comparison of
alternatives, and choice making. The results bearing on this factor directly influence consumer’s
purchasing behavior. In addition, there appears to be an impact on user’s satisfaction. Though it
is important, there are only five studies that include it.
According to Haubl and Trifts (2000), potential consumers appear to use a two-stage process in
reaching purchase decisions. Initially, consumers typically screen a large set of products in order
to identify a subset of promising alternatives that appears to meet their needs. They then evaluate
the subset in greater depth, performing relative comparisons across products based on some
desirable attributes and make a purchase decision.
ONLINE PURCHASING
This is the most substantial step in online shopping activities, with most empirical
research using measures of frequency (or number) of purchases and value of online purchases as
measures of online purchasing; other less commonly used measures are unplanned purchases
Online purchasing is reported to be strongly associated with the factors of personal
characteristics, vendor/service/product characteristics, website quality, attitudes toward online
shopping, intention to shop online, and decision making (Andrade 2000; Bellman et al. 1999)
CONSUMER SATISFACTION
It can be defined as the extent to which consumer’s perceptions of the online shopping
experience confirm their expectations. Most consumers form expectations of the product, vendor,
service, and quality of the website that they patronize before engaging in online shopping

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 CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

activities. These expectations influence their attitudes and intentions to shop at a certain Internet
store, and consequently their decision-making processes and purchasing behavior. If expectations
are met, customers achieve a high degree of satisfaction, which influences their online shopping
attitudes, intentions, decisions, and purchasing activity positively. In contrast, dissatisfaction is
negatively associated with these four variables (Ho and Wu 1999; Jahng et al. 2001; Kim et al.
2001).
LIMITATIONS OF THIS STUDY
Limitation of the study is the selection of the existing studies. Owing to time limitation,
we only searched a few number of journals. This may leave some other prominent empirical
studies out. In addition, owing to the multidisciplinary nature of online shopping, it would be
very interesting to compare IS literature to other disciplines that study online shopping attitudes
and behavior.
BARRIERS TO GROWTH OF ONLINE MARKET
Consumer Bias
Consumers often display a bias for brands that they know well and have had a good
experience in the past. Thus products of brands with a favorable bias will score over the products
of less popular brands. A few would risk to buy expensive jewelry from an unknown jeweler
online.
Lack of ‘Touch –Feel-Try’ Experience
The customer is not sure of the quality of the product unless it is delivered to him and
post delivery of the product, it is sometimes a lengthy process to get a faulty or the unsuitable
product changed. Thus, unless the deliverables are as per the customers expectations, it is hard to
infuse more credibility in the e-Tailing market.
Mounting Competitive Pressures
To attract customers, the competing online players are adopting all means to provide
products and services at the lowest prices. This has resulted in making the consumers choice-
spoilt, who in turn surf various websites to spot the lowest price for the product. Thus, although
the number of transactions is increasing, the value of the products sold is continuously falling
owning to high competition and leaner margins.
Seasonality

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 CHANGING ATTITUDE OF CONSUMER TOWARDS ONLINE SHOPPING

ETailing Market is faced by seasonal fluctuations. As told by an Industry player, “August

to February is the peak seasons for sale, while March to July is the dry seasons for sale”. During
the peak season, occasions that drive the sales are Diwali, Rakhi, Valentines Day, New Year,
Christmas, Mother’s Day, Friendship Day etc are. On these occasions younger generations
prefers buying and sending gifts online.
Credibility in Payment System
Online frauds and breach are the biggest barriers to online sales. As a result, prospective
buyers prefer staying away from revealing their credit card and bank details.
Untimely Delivery of Products
It might take a few minutes to search, book and pay for products and services online, but
the delivery of the product may take unreasonable time.
CONCLUSION
Increased Internet penetration, a hassle free shopping environment and high levels of Net
savviness see more and more Indians shopping online. But at the same time the companies need
to reduce the risks related to consumer incompetence by tactics such as making purchase
websites easier to navigate, and introducing Internet kiosks, computers and other aids in stores.
The goal is not to convert all shoppers to online purchasing, but to show them it’s an option. In
addition to above, efforts need to be taken to educate the online buyers on the steps that need to
be undertaken while making an online purchase. Moreover, the feedback of an online buyer
should be captured to identify flaws in service delivery. This can be done through online
communities and blogs that serve as advertising and marketing tools and a source of feedback for
enterprises. We found that it is a challenge for E-marketers to convert low frequency online
buyers into regular buyers through successful website design and by addressing concerns about
reliable performance. Thus, the online retailing raises more issues than the benefits it currently
offers. The quality of products offered online and procedures for service delivery are yet to be
standardized. Till the same is done, the buyer is at a higher risk of frauds.

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TITTLE: Changing Attitude of Consumer towards Online Shopping

K. BARANIDHARAN. M.com. M.B.A., M.Phil., Ph.D.,

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