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Online shopping has changed the scenario of traditional shopping in all facets of life.
Internet technology plays an important part in digital marketing. The use of internet for
all shopping transactions has led to the growth of online shopping. Digital shopping has
lots of benefits which add value to the customers satisfaction. The research work aims
at studying the various factors which affecting the adoption of online shopping.
The current study extracted 3 factors namely, personal factors which includes
knowledge, hedonic shopping value, perceived behavioral control, self efficacy and
consumer innovativeness and social factors and product related factors which includes
relative advantage, complexity, trust, trialability that enables the consumers to adopt
online shopping of consumer electronic products trialablitiy. The results of Cronbach’s
alpha for personal factors, social factors and product related factors are greater than
0.7 which concluded that the measured model have reliable responses.
The convergent validity of the measured scale is also examined and the construct
loading of all the statements are found to be greater than 0.7 indicates that the
reliability of the measured scale.
The study also reflected the impact of all the factors on behavioral intention to
continue with online shopping of consumer electronic products. In personal factors:
knowledge have path coefficient of relation with behavioral intention is 0.248 with
critical ratio 4.129. This indicates that customers knowledge plays a significant role on
behavioral intention. Hedonic shopping value have path coefficient of relation with
behavioral intention is 0.206 with 4.242 which indicates that hedonic shopping value
plays a significant role on behavioral intention. Perceived behavioral control have path
coefficient of relation with behavioral intention is 0.161 with critical ratio 4.129. This
indicates that perceived behavioral control plays a significant role on behavioral
intention. Self efficacy have path coefficient of relation with behavioral intention is
0.021 with 0.675 which indicates that self efficacy plays a significant role on
behavioral intention. Consumer innovativeness have path coefficient of relation with
behavioral intention is 0.324 with 6.4 which indicates that consumer innovativeness
plays a significant role on behavioral intention. Social factors: The path coefficient of
the relation between social factors and behavioral intention is 0.75 with critical ratio
= 15.974. The results indicates that the social factors plays a significant role in
influencing the behavioral intention of the consumer to buy consumer electronic
products. product related factors: Relative advantage.
The pathcoefficient of the relation between Relativeadvantage of product and
behavioral intention is 0.233 with critical ratio = 4.504. The results indicates that the
Relative advantage of product plays a significant role in influencing the behavioral
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intention of the consumer to buy consumer electronic products. Complexity: The path
coefficient of the relation between complexity and behavioral intention is 0.238 with
critical ratio = 4.664. The results indicates that the Product’s complexity plays a
significant role in influencing the behavioral intention of the consumer to buy
consumer electronic products. Trust: The path coefficient of the relation between Trust
of product and behavioral intention is 0.216 with critical ratio = 4.386. The results
indicates that the trust of product plays a significant role in influencing the behavioral
intention of the consumer to buy consumer electronic products Trialability: The path
coefficient of the relation between Product’s Trialability and behavioral intention is
0.216 with critical ratio = 5.746. The results indicates that the Product’s. Trialability
plays a significant role in influencing the behavioral intention of the consumer to buy
consumer electronic product.
The study also revealed the mediating role of behavioural intention between the
personal factors and usage behaviour. The mediation is examined using AMOS
software and while applying the Baron & Kenny procedure along with Bootstrap SEM
method. “BI mediates between PF and UB in for buying CEP. The result of the
Bootstrap mediation test indicates that the total effect of the personal factors on UB is
found to be 0.882 with p value 0.005. The total effect of the personal factors on UB is
found positive and significant. BI mediates between social factors and UB in for
buying CEP. The result of the Bootstrap mediation test indicates that the total effect of
the social factors on UB is found to be 0.719 with p value 0.020. The total effect of the
social factors on UB is found positive and significant. “BI mediates between product
related factors and UB in for buying CEP. The result of the Bootstrap mediation test
indicates that the total effect of the product related factors on UB is found to be 0.874
with p value 0.005. The p value of the path coefficient of total effect 0.882 is found
significant (i.e. less than 5 % level of significance). Thus, the total effect of the product
related factors on UB is found positive and significant.
On the basis of research it has been concluded that there are many factors which affects
the adoption of online shopping of consumer electronic products, and their impact on
behavioral intention. |
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