| Autor: |
Vyas, Parimal H., Pandya, Madhusudan N., Shukla, Parag Sunil |
| Předmět: |
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| Zdroj: |
NICE Journal of Business; Jan-Jun2017, Vol. 12 Issue 1, p19-32, 14p |
| Abstrakt: |
Purpose: This study seeks to measure the buyers' perception of online shopping in rural and urban areas in the Vadodara district of Gujarat state. Research Methodology: The sample consisted of 200 urban and rural online shoppers The primary data was collected through a structured questionnaire, using the descriptive research design. The data was analysed using the SPSS and the AMOS softwares. The Structural Equation Model was also applied. Findings: The study has revealed that the urban and rural online shoppers preferred Flipkart, Amazon, and Snapdeal as shopping sites and cash-on-delivery as the payment mode. The most important predictors for urban and rural online shoppers were; the distant location of retail shops and the quick services provided by online shopping sites, which were rated as major determinants of attitude. Limitations: The study was conducted in a small geographical area with a small sample. The limitations of time, cost, sample size and possible bias of some respondents in answering the questions might have affected the findings. Policy Implications: E-tailers need to focus on creating experiential value for online buyers by providing better shopper-website interface and connectivity to minimise the time and to deliver superior customer service. Originality: The study assumes importance in view of the fact that not many studies have been conducted in India on measuring the perception of urban and rural online shoppers, so as to uncover attitudinal dispositions towards online shopping. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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