Study on the attributes and factors influencing online buying behavior of the consumers

Abstract

newline The purpose of this study was to determine the attributes and the influencing online purchase behavior of the consumers. This research study is based on the theory of planned action behavior model developed by Ajan et al .A conceptual model was proposed with the help of literature review. The study was conducted targeting the online consumers in five different cities in Tamilnadu, to make it precise the cities were ranked based on the population. A structured questionnaire consisting pretested constructs were used to collect the primary data from the target respondents. Primary data from 1134 consumers from five cities were collected. Secondary data were collected from the web sites such as the Flip kart, Amazon, Newspapers, trade journals. A proposed conceptual model containing Perceived risk, Service and Infrastructure policy, return policy subjective norms ,perceived behavior control are consider as independent variables, Attitude as mediating variable and online purchase behavior as dependent variable. For the purpose of analysis statistical tools ANOVA, t-Test, and correlation were tested using Microsoft Excel and SPSS. To identify the in depth linkage and mediating effects posted in the conceptual model path analysis and structural equation model is tested using IBM AMOS version 20.