The Changing Landscape
of Online Shopping: Exploring Motivations and Behaviors in Online Buying
Maan Savita and Chauhan Sadhna
Advances In Management; Vol. 16(3); 1-5;
doi: https://doi.org/10.25303/1603aim0105; (2023)
Abstract
The emergence of online retailing and penetration of internet in India mushroomed
new online retailers and marketers as well as brought competition for growth and
survival. The growing population and changing lifestyle of youth in India make it
crucial for the Indian online retailers to recognize the consumer’s inspirations,
source of idea and information behind buying a specific product over internet and
online sites. So, this research explores the Indian online consumers inspiration
for online shopping and uncovers the three major sources of idea and inspiration
that persuade young online consumers to purchase specific product and to further
analyze the impact of consumer’s demographic variables like age, gender and education
level on their source of idea and inspiration for buying online.
With this aim, the study was conducted on online shoppers and results reveal that
for Indian online consumers, most prominent source of idea and information for buying
a specific product online is advertisement. Social media networks like Facebook,
Twitter etc. and recommendations of friend/family member were other major sources
of idea and inspiration regarding buying a specific product over the internet. The
significant association was also found between respondent’s gender and source of
idea and inspiration for online shopping. Females majorly get their idea and inspiration
of buying a specific product online by advertisement and male get the idea and inspiration
from the social networks.
