| Popis: |
The field of consumer behaviour has been receiving high research interests in the recent times due to the integration of technology. The two consumer shopping situations - the online shopping and the organised retail sector (supermarkets) in India are being introduced; both are predicted to hold very high potential in the future. Total 280 respondents are asked for responses through a structured questionnaire. The analysis is done using Structural Equation Modelling (SEM). The final SEM conducted showed that while a significant model is generated through the variables, it is only the factors of Personal Attributes, Reliability, Differentiators and Benefits that have statistically significant impact on either online shopping or supermarkets. The further analysis showed that there are sets of different factors that motivate the consumers to be an online shopper or to physically visit the supermarkets. Keywords: Supermarkets, Online, Shopping, Consumer, India JEL Classification Number: M31, M37 |
