A Conceptual Model for Determining Factors Influencing Online Purchasing Behavior

Pradeep Kumar Deka

Abstract


The world over, with the increase use of the internet, online commerce is also witnessing a huge jump. It is mainly because online retailing offers a lot of advantages for the consumer in terms of convenience, options, anytime, easy accessibility and so. However, it does suffer from some disadvantages in the form of say the physical absence of the product, security risks, privacy concern, non-delivery risks and so on. But still then, online retailing is growing at an unstoppable speed. And with this understanding of factors influencing online purchase behavior becomes more and more serious matter.

 

Researchers have been exploring online consumer behavior for many years and two widely accepted views stand out in the e-commerce literatures: consumer-oriented and technology oriented view. The consumer oriented view places focus on consumers’ salient beliefs about online shopping, whereas the technology-oriented view studies the impact of website design and usability on consumers’ behavior. Most of the researches are based on Technology Acceptance Model (TAM) and the Theory of Planned Behavior to understand the behavior of online consumers.

 

However, India, a country where internet penetration is still low, becomes a different case altogether. Though the number of people using the internet is increasing, e-commerce is not witnessing a proportionate increase. The question in the case of Indian customers is of Adoption of online retailing i.e. what are the factors that influences consumers to shop or not to shop in Internet.  Thus, in that sense it can be seen as just an issue of New Product Adoption process, considering online retailing as just a new product for offering services to the consumers. 

 

This study is done to incorporate the product adoption process model with the research models of TAM/TPB and others, to provide a comprehensive roadmap for further studies. The model ‘Online Shopping Adoption Model’, suggested here incorporates the major findings of studies done on consumer behavior in India and abroad.

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