ADOPTION INTENTION OF ONLINE SHOPPING: A STUDY ON INDIAN YOUTH

Abstract

This project is intended to find the adoption intentions and factors that affect the adoption intention of customer. Online shopping has changed the dynamics of shopping in India in past few years. These e-business techniques have encouraged other business players and helped them to gain profits. Soon portals like Amazon, Flipkart, Jabong, etc. started venturing in India for their businesses. The research is conduct under Indian context. Various factors have been classified under the broad construct. Quantitative data was collected from a self-administered questionnaire. Questionnaires were distributed electronically through web. Tools Microsoft Excel and SPSS have been used for the data analysis using factor analysis and regression tests. The result has shown a significant relationship among dependent and independent variables. Some factors like self efficacy, perceived ease of use, trust, performance expectancy have shown positive relation to adoption intention, where as risk depicted negative relation. Vendors can attract more customers with more online presence, transparent transaction and online discounts. Risk can be diminished more with frequently personalized information and exclusively personalized design. Further this research can be extended to different context and other fields of online shopping. With the more advancement in payment options and payment gateways, roles of intermediaries and financial institutions can be accessed.