Literature Review: Review Of Online Buying Behavior

REVIEW OF LITERATURE

The study of Online Buying Behaviour has been one of the major research agendas in both Marketing Sciences and Information Systems with the rapidly growing e-business. Out of the many researches in the aforesaid related area, some of the pertinent literature related to this study is discussed here.

An analysis of the trends on online shopping in India by Kiran et al. (2008), points out that there is a growing awareness of getting more information through websites. There is an increasing trend of using Internet for booking tickets, buying books and music but the scene has not transformed dramatically in case of India. A slow transition is visible in the younger age group (21-35 years) where the responsiveness and interactive

The multiple regression analysis demonstrated the most significant determinants of consumers’ attitudes towards online shopping. The results indicated that utilitarian orientation, convenience, price, and a wider selection influenced consumers’ attitudes towards online shopping. Therefore, e-retailers should emphasize a more user friendly function in order to provide utilitarian customers a way to find what they need efficiently.

The thesis of (Delafrooz, 2009), found that the level of online shopping intention was relatively high and direction of attitude towards online shopping was positive among the postgraduate students. Moreover, it was found that utilitarian orientation and hedonic orientation, perceived benefits and demographic characteristics (gender, age, and income) were significantly and positively correlated with the attitude towards online shopping. In addition, the result revealed that the perceived behavioural control and attitude were significantly and positively correlated with online shopping intention

(Kim, 2010), in his study found out that the consumer factor, comprised of privacy ,security and trust, time saving, ease of use, convenience, enjoyment provided by shopping, company reputation and tactility, was most significant for who intended to purchase online and

The findings of the study revealed that there was a high level of awareness of online shopping but very low use of the same. Findings also showed that online shoppers were mostly male, most of them were aged 30 years and below and most earned higher incomes. Some of the reasons cited for non-adoption of Online shopping were concerns about financial security and discomfort in sharing of personal information online. Some of the reasons cited for adoption of online shopping were the ease of buying products from anywhere in the world, and the ability to choose from a wide variety of