| Abstrakt: |
Purpose of study - The purpose of the study was to investigate customer's perception towards the online shopping in Goa where the entire work is broken in to three main issues, namely, identifying who the customers are, what motivates / influences the customers, and are the customers happy or not. Research methodology - Data was collected using structured questionnaire from 313 respondents using snowball sampling. Respondents demographic profile was analysed using Chi-Square test. Exploratory Factor Analysis (EFA) was used to identify the factors influencing the online buying behaviour. These influencing factors were subsequently tested along with respondent's demographic characteristics using mean analysis to see if there is any difference exists. Finally, to measure the level of satisfaction of online buyers Importance - Performance Analysis (IPA) was carried out. Result - The result of Chi-Square test revealed that gender doesn't have any influence across demographic variables while making online shopping. Six factors were identified that influence the purchase intension of online customers, namely, user friendliness, promptness, risk related, convenience, security related, and trustworthiness. Moreover, for majority of factors there exists significant difference when these are analysed across demographic characteristics. The satisfaction level indicates that 21 variables out of 22 have positive gap and also 19 statements out of 22 are significant. Thus, the overall result of satisfaction level reveals that the customers are happy with the services quality as well as the security features provided by the online retailers. Managerial implications - The online market (e-commerce) segment of the retail industry in India is going to see a tough competition in the coming years, so the need of the hour is to have well developed strategic plan for maintaining and upgrading the quality by online retailers. To meet the future potential of e-commerce in India, stakeholders should strive for innovative approaches through their value chain by providing custom assortments, targeted marketing, local language content, online-over-offline (OOO) infrastructure, and above all fool-proof security measures for all payments and transaction. [ABSTRACT FROM AUTHOR] |
