Resumen de Online Retailing in India: Linking Internet Usage, Perceived Risks, Website Attributes and Past Online Purchase Behaviour
Priya Mary Mathew, Sita Mishra
With the number of Internet users exceeding 200 million, as reported on October 2013, e-commerce holds great promise in India. However, converting e-users into e-consumers still remains a challenging task for e-retailers. Although Internet penetration has deepened in India, yet capitalising the market potential depends largely on how Indian online users actually use the Internet. This research study examines drivers of online purchase in India. As these variables do not impact online purchase behaviour independently, we have attempted to establish interrelationship of these variables (Internet usage, perceived risk, website attributes, influence of past online shopping experience on perceived risks) to understand buying behaviour. A structured questionnaire was administered for online consumers using field and online survey mediums and response of 484 users was obtained. Findings show that Indian online users had high level of perceived risks and these perceived risks increase despite users have online buying experience. However, their attitude towards future intention to do online purchase was not influenced by perceived risks related to Internet. These findings are contrary to past studies, indicating that Indian online users have a unique attitude formation towards Internet usage.
