A Study on Factors Limiting Online Shopping Behaviour of Consumers

This study investigates consumer behaviour towards online shopping, examining factors that limit their online shopping behaviour. A survey was conducted among online shopping site users to identify the problems they face. The study found six key factors: fear of bank transactions and lack of faith, traditional shopping being more convenient, reputation and services provided, experience, insecurity and insufficient product information, and lack of trust. The findings provide valuable insights for e-tailers to develop customer-driven strategies and enhance their marketing efforts to build consumer trust in online shopping.

A study on factors limiting online
shopping behaviour of consumers
Bindia Daroch, Gitika Nagrath and Ashutosh Gupta
Department of Commerce and Business Management,
DAV University, Jalandhar, India
Abstract
Purpose – This study aims to investigate consumer behaviour towards online shopping,which further
examines various factors limiting consumers for online shopping behaviour. The purpose of the research was
to find out the problems that consumers face during their shopping through online stores.
Design/methodology/approach –A quantitative research method was adopted for this research in
which a survey was conducted among the users of online shopping sites.
Findings –As per the results total six factors came out from the study that restrains consumers to buy from
online sites – fear of bank transaction and faith, traditional shopping more convenient than online shopping,
reputation and services provided,experience,insecurity and insufficient product information and lack of
trust.
Research limitations/implications –This study is beneficialfor e-tailers involved in e-commerce
activities thatmay be customer-to-customeror customer-to-thebusiness.Managerialimplications are
suggested for improving marketing strategies for generating consumer trust in online shopping.
Originality/value –In contrast to previous research, this study aims to focus on identifying those factors
that restrict consumers from online shopping.
Keywords Consumers, Factors, Online shopping
Paper type Research paper
Introduction
Today, people are living in the digital environment. Earlier, internet was used as the source
for information sharing,but now life is somewhat impossible withoutit. Everything is
linked with the World Wide Web,whether it is business,socialinteraction or shopping.
Moreover, the changed lifestyle of individuals has changed their way of doing things from
traditional to the digital way in which shopping is also being shifted to online shopping.
Online shopping is the process of purchasing goods directly from a seller without any
intermediary,or it can be referred to as the activity of buying and selling goods over the
internet.Online shopping deals provide the customerwith a variety ofproducts and
services,wherein customers can compare them with deals of other intermediaries also and
choose one of the best deals for them (Sivanesan, 2017).
As per Statista-The Statistics Portal, the digital population worldwide as of April 2020 is
almost 4.57 billion people who are active internet users,and 3.81 billion are social media
© Bindia Daroch,Gitika Nagrath and Ashutosh Gupta.Published in Rajagiri Management Journal.
Published by Emerald Publishing Limited.This article is published under the Creative Commons
Attribution (CC BY 4.0)licence.Anyone may reproduce,distribute,translate and create derivative
works of this article (for both commercial and non-commercial purposes), subject to full attribution to
the originalpublication and authors.The full termsof this licencemay be seen athttp://
creativecommons.org/licences/by/4.0/legalcode
Online
shopping
behaviour
39
Received 15 July 2020
Revised 27 October 2020
Accepted 25 November 2020
Rajagiri Management Journal
Vol. 15 No. 1, 2021
pp.39-52
Emerald Publishing Limited
e-ISSN: 2633-0091
p-ISSN: 0972-9968
DOI 10.1108/RAMJ-07-2020-0038
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/2633-0091.htm

users. In terms of internet usage, China, India and the USA are ahead of all other co
(Clement, 2020).
The number of consumers buying online and the amount of time people spend o
risen (Monsuwe et al., 2004). It has become more popular among customers to buy
is handier and time-saving (Huseynov and Yildirim, 2016; Mittal, 2013). Convenienc
quickness are the prominent factors that have increased the consumer’s interest in
shopping (Lennon et al., 2008). Moreover, busy lifestyles and long working hours al
online shopping a convenient and time-saving solution over traditional shopping. C
have the comfort of shopping from home, reduced traveling time and cost and easy
(Akroush and Al-Debei,2015).Furthermore,price comparisons can be easily done while
shopping through online mode (Aziz and Wahid,2018;Martin et al.,2015).According to
another study,the main influencing factors for online shopping are availability,low prices,
promotions,comparisons,customer service,user friendly,time and variety to choose from
(Jadhav and Khanna, 2016). Moreover, website design and features also encourage
to shop on a particular website that excite them to make the purchase.
Online retailers have started giving plenty of offers that have increased the onlin
to much extent.Regularly onlinegiantslike Amazon,Flipkart,AliExpress,etc.are
advertising huge discounts and offers that are luring a large number of customers t
from theirwebsites.Companies like Nykaa,MakeMyTrip,Snapdeal,Jabong,etc.are
offering attractive promotional deals that are enticing the customers.
Despite so many advantages,some customers may feel online shopping risky and not
trustworthy.The research proposed that there is a strong relationship between trust
loyalty,and most often,customers trust brands far more than a retailer selling that bran
(Bilgihan,2016;Chaturvedi et al.,2016).In the case of online shopping,there is no face-to-
face interaction between seller and buyer,which makes it non-socialize,and the buyer is
sometimes unable to develop the trust (George et al., 2015). Trust in the e-comme
is crucial to convert potential customer to actual customer.However,the internet provides
unlimited products and services, but along with those unlimited services, there is p
risk in digitalshopping such as mobile application shopping,catalogue or mailorder
(Tsiakis, 2012; Forsythe et al., 2006; Aziz and Wahid, 2018).
Literature review
A marketer has to look for different approaches to selltheir products and in the current
scenario, e-commerce has become the popular way of selling the goods. Whether i
or non-durable,everything is available from A to Z on websites.Some websites are
specifically designed for specific product categories only, and some are selling eve
The prominent factors like detailed information, comfort and relaxed shopping, le
consumption and easy price comparison influence consumers towards online shopp
(Agift et al.,2014).Furthermore,factors like variety,quick service and discounted prices,
feedback from previous customers make customers prefer online shopping over tra
shopping (Jayasubramanian et al.,2015).It is more preferred by youth,as during festival
and holiday season online retailers give ample offers and discounts,which increases the
online traffic to a great extent (Karthikeyan,2016).Moreover,services like free shipping,
cash on delivery, exchange and returns are also luring customers towards online pu
More and more people are preferring online shopping over traditional shopping b
of their ease and comfort.A customer may have both positive and negative experiences
while using an online medium for their purchase. Some of the past studies have sh
although there are so many benefits still some customers do not prefer online as th
medium of shopping.
RAMJ
15,1
40

While making online purchase,customers cannotsee,touch,feel,smellor try the
products that they want to purchase (Katawetawaraks and Wang,2011;Al-Debeiet al.,
2015),due to which product is difficult to examine,and it becomes hard for customers to
make purchase decision.In addition,some products are required to be tried like apparels
and shoes, but in case of online shopping, it is not possible to examine and feel the goods and
assess its quality before making a purchase due to which customers are hesitant to buy
(Katawetawaraks and Wang,2011;Comegys et al.,2009).Alam and Elaasi (2016) in their
study found product quality is the main factor,which worries consumer to make online
purchase.Moreover,some customers have reported fake products and imitated items in
their delivered orders (Jun and Jaafar, 2011). A low quality of merchandise never generates
consumer trust on online vendor. A consumer’s lack of trust on the online vendor is the most
common reason to avoid e-commerce transactions (Lee and Turban,2001).Fear of online
theft and non-reliability is another reason to escape from online shopping (Karthikeyan,
2016). Likewise, there is a risk of incorrect information on the website, which may lead to a
wrong purchase, or in some cases, the information is incomplete for the customer to make a
purchase decision (Liu and Guo,2008).Moreover,in some cases,the return and exchange
policies are also not clear on the website.According to Wei et al. (2010),the reliability and
credibility of e-retailer have direct impact on consumer decision with regards to online
shopping.
Limbu et al. (2011) revealed that when it comes to online retailers, some websites provide
very little information abouttheir companies and sellers,due to which consumers feel
insecure to purchase from these sites. According to other research, consumers are hesitant,
due to scams and feelanxious to share their personalinformation with online vendors
(Miyazakiand Fernandez,2001;Limbu etal.,2011).Online buyers expectwebsites to
provide secure payment and maintain privacy. Consumers avoid online purchases because
of the various risks involved with it and do not find internet shopping secured (Cheung and
Lee,2003;George et al.,2015;Banerjee et al.,2010).Consumers perceive the internet as an
unsecured channelto share their personalinformation like emails,phone and mailing
address, debit card or credit card numbers,etc. because of the possibility of misuse of that
information by other vendors or any other person (Lim and Yazdanifard, 2014; Kumar, 2016;
Alam and Yasin,2010;Nazir et al.,2012).Some sites make it vital and important to share
personal details of shoppers before shopping,due to which people abandon their shopping
carts (Yazdanifard and Godwin, 2011). About 75% of online shoppers leave their shopping
carts before they make their final decision to purchase or sometimes just before making the
payments (Cho et al., 2006; Gong et al., 2013).
Moreover, some of the customers who have used online shopping confronted with issues
like damaged products and fake deliveries,delivery problems or products notreceived
(Karthikeyan,2016;Kuriachan,2014).Sometimes consumers face problems while making
the return or exchange the product that they have purchased from online vendors (Liang
and Lai,2002),as some sites gave an option of picking from where it was delivered,but
some online retailers do not give such services to consumer and consumer him/herself has to
courier the productfor return or exchange,which becomes inopportune.Furthermore,
shoppershad also faced issueswith unnecessary delays(Muthumaniet al., 2017).
Sometimes, slow websites, improper navigations or fear of viruses may drop the customer’s
willingness to purchase from online stores (Katawetawaraks and Wang,2011).As per an
empirical study done by Liang and Lai (2002),design of the e-store or website navigation
has an impact on the purchase decision of the consumer. An online shopping experience that
a consumer may have and consumer skills that consumers may use while purchasing such
Online
shopping
behaviour
41

as website knowledge,product knowledge or functioning of online shopping influences
consumer behaviour (Laudon and Traver, 2009).
From the various findings and viewpoints of the previous researchers, the presen
identifies the complications online shoppers face during online transactions,as shown in
Figure 1. Consumers do not have faith, and there is lack of confidence on online ret
to incomplete information on website related to product and service,which they wish to
purchase.Buyers are hesitant due to fear of online theft of their personaland financial
information, which makes them feel there will be insecure transaction and uncertai
may occur while making online payment.Some shoppers are reluctant due to the little
internetknowledge.Furthermore,as perthe study done by Nikhashem etal. (2011),
consumers unwilling to use internet for their shopping prefer traditional mode of sh
as it gives roaming experience and involves outgoing activity.
Severalstudieshavebeen conducted earlierthat identify thefactorsinfluencing
consumer towards online shopping but few have concluded the factors that restrict
consumers from online shopping. The current study is concerned with the factors th
lead to hesitation by the customer to purchase from e-retailers.This knowledge willbe
usefulfor online retailers to develop customer driven strategies and to add more va
product and services and further will change their ways of promoting and advertisin
goods and enhance services for customers.
Research methodology
This study aimed to find out the problems that are generally faced by a customer d
online purchase and the relevantfactors due to which customers do notprefer online
shopping.Descriptive research design has been used for the study.Descriptive research
studies are those thatare concerned with describing the characteristics ofa particular
individualor group.This study targets the population drawn from customers who have
Figure 1.
Conceptual
framework of the
study
RAMJ
15,1
42

purchased from online stores. Most of the respondents participated were post graduate studen
and and educators. The total population size was indefinite and the sample size used for the s
was 158. A total of 170 questionnaires were distributed among various online users, out of wh
12 questionnaires were received with incomplete responses and were excluded from the anal
The respondents were selected based on the convenient sampling technique. The primary dat
were collected from Surveys with the help of self-administered questionnaires. The close-ende
questionnaire was used for data collection so as to reduce the non-response rate and errors. T
questionnaire consists oftwo differentsections,in which the firstsection consists ofthe
introductory questions that gives the details of socio-economic profile of the consumers as we
their behaviour towards usage of internet, time spent on the Web, shopping sites preferred wh
making the purchase,and the second section consist of the questions related to the research
question. To investigate the factors restraining consumer purchase, five-point Likert scale with
response ranges from “Strongly agree” to “Strongly disagree”,with following equivalencies,
“strongly disagree” = 1, “disagree” = 2, “neutral” = 3, “agree” = 4 and “strongly agree” = 5
used in the questionnaire with totalof 28 items.After collecting the data,it was manually
recorded on the Excel sheet. For analysis socio-economic profile descriptive statistics was use
and factors analysis was performed on SPSS for factor reduction.
Data analysis and interpretation
The primary data collected from the questionnaires was completely quantified and analysed
by using Statistical Package for Social Science (SPSS) version 20.This statistical program
enables accuracy and makes it relatively easy to interpret data. A descriptive and inferential
analysis was performed.Table 1 represents the results ofsocio-economic status ofthe
respondents along with some introductory questions related to usage of internet, shopping
sites used by the respondents,amount of money spent by the respondents and products
mostly purchased through online shopping sites.
According to the results,most(68.4%)of the respondents were belonging to the age
between 21 and 30 years followed by respondents who were below the age of 20 years (16.4%
and the elderly people above 50 were very few (2.6%)only.Most of the respondents who
participated in the study were females (65.8)% who shop online as compared to males (34.2%
The respondents who participated in the study were students (71.5%), and some of them wer
private as well as government employees. As per the results, most (50.5%) of the people havi
income below INR15,000 per month who spend on e-commerce websites.The results also
showed that most of the respondents (30.9%) spent less than 5 h per week on internet, but up
(30.3%) spend 6–10 h per week on internet either on online shopping or social media. Majority
(97.5%) of them have shopped through online websites and had both positive and negative
experiences, whereas 38% of the people shopped 2–5 times and 36.7% shopped more than te
times.Very few people (12%),shopped only once.Most of the respondents spent between
INR1,000–INR5,000 for online shopping, and few have spent more than INR5,000 also.
As per the results,the most visited online shopping sites was amazon.com (71.5%),
followed by flipkart.com (53.2%). Few respondents have also visited other e-commerce sites
like eBay,makemytrip.com and myntra.com.Most (46.2%)of the time people purchase
apparels followed by electronics and daily need items from the ecommerce platform. Some of
the respondents have purchased books as wellas cosmetics,and some were preferring
online sites for travel tickets, movie tickets, hotel bookings and payments also.
Factor analysis
To explore the factors thatrestrictconsumers from using e-commerce websites factor
analysis was done, as shown inTable 3. A total of 28 items were used to find out the factors
Online
shopping
behaviour
43

that may restrain consumers to buy from online shopping sites,and the results were six
factors.The Kaiser–Meyer–Olkin (KMO) measure,as shown in Table 2,in this study was
0.862 (>0.60),which states that values are adequate, and factor analysis can be proce
The Bartlett’s test of sphericity is related to the significance of the study and the si
value is 0.000 (<0.05) as shown in Table 2.
The analysis produced six factors with eigenvalue more than 1, and factor loadin
exceeded 0.30.Moreover,reliability test of the scale was performed through Cronbach’sa
test.The range of Cronbach’satest came out to be between 0.747 and 0.825,as shown in
Table 1.
Socioeconomic status
of respondents
Variables Frequency (%)
Gender Male 100 34.2
Female 52 65.8
Age Below 20 25 16.4
21–30 104 68.4
31–40 15 9.9
41–50 4 2.6
Above 50 4 2.6
Occupation Government employee 2 1.3
Private employee 23 15.2
Self employed 14 9.3
Student 108 71.5
Other 4 2.6
Income (per month) Less than 15,000 53 50.5
15,001–30,000 17 16.2
30,001–60,000 23 21.9
Above 60,000 12 11.4
Hours spent by respondents on the internet per weekLess than 5 h 47 30.9
6–10 h 46 30.3
11–15 h 22 14.5
More than 15 h 37 24.3
No. of times respondents shopped online Once 19 12
2–5 times 60 38
6–10 times 21 13.3
More than 10 19 36.7
Highest amount spent by respondents on online shoppingLess than INR500 9 5.7
INR500–INR1,000 38 24.1
INR1,000–INR5,000 69 43.7
More than INR5,000 42 26.6
E-commerce sites mostly preferred Flipkart 84 53.2
eBay 14 8.9
Amazon 113 71.5
MakeMyTrip 20 12.7
Other 23 14.6
Products purchased by respondents Daily need items 52 32.9
Apparels 73 46.2
Travel tickets 29 18.4
Movie tickets 46 29.1
Books 34 21.5
Electronics 68 43
Other 10 6.3
RAMJ
15,1
44

Table 3,which means (a> 0.7) the high level of internal consistency of the items used in
survey (Table 4).
Factor 1 – The results revealed that the “fear of bank transaction and faith” was the most
significant factor, with 29.431% of the total variance and higher eigenvalue,i.e. 8.241.The
six statements loaded on Factor 1 highly correlate with each other. The analysis shows that
some people do not prefer online shopping because they are scared to pay online through
credit or debit cards, and they do not have faith over online vendors.
Factor 2 – “Traditional shopping is convenient than online shopping” has emerged as a
second factor which explicates 9.958% of total variance.It has five statements and clearly
specifies that most of the people prefer traditional shopping than online shopping because
online shopping is complex and time-consuming.
Factor 3 – Third crucialfactor emerged in the factor analysis was “reputation and
service provided”.It was found that 7.013% of variations described for the factor.Five
statements have been found on this factor,all of which were interlinked.It clearly depicts
that people only buy from reputed online stores after comparing prices and who provide
guarantee or warrantee on goods.
Factor 4 – “Experience” was another vital factor, with 4.640% of the total variance. It has
three statements that clearly specifies that people do not go for online shopping due to lack
of knowledge and their past experience was not good and some online stores do not provide
EMI facilities.
Factor5 – Fifth importantfactorarisen in the factoranalysis was “Insecurity and
Insufficient Product Information” with 4.251% of the totalvariance,and it has laden
five statements,which were closely intertwined.This factor explored thatonline
shopping is not secure as traditional shopping.The information of products provided
on online stores is not sufficient to make the buying decision.
Factor 6 – “Lack of trust” occurred as the last factor of the study, which clarifies 3.920%
of the total variance.It has four statements that clearly state that some people hesitate to
give their personalinformation,as they believe online shopping is risky than traditional
shopping. Without touching the product, people hesitate to shop from online stores.
Table 3.
Cronbach’sa
Research variables Cronbach’sa
Fear of bank transaction and no faith 0.747
Traditional shopping is convenient than online shopping 0.797
Reputation and service provided 0.825
Bad experience 0.816
Insecurity and insufficient product information 0.784
Lack of trust 0.760
Table 2.
KMO and Bartlett’s
test
KMO measure of sampling adequacy 0.862
Bartlett’s test of sphericity Approximatex2 1,812.156
df 378
Sig 0.000
Online
shopping
behaviour
45

Factors Name of the factor Statements Eigenvalue % of variance Loadings
1 Fear of bank
transaction and
faith
The fact that only those with a credit card or bank
account can shop on the internet is a drawback
29.431 0.789
While shopping online, I hesitate to give my credit
card number
0.642
I do not prefer online shopping because of lack of trust
over vendors
8.241 0.601
I do not prefer to buy online because of bad returning
policy
0.580
The fear of wrong product delivery stops me to buy
through online
0.552
I do not prefer to purchase from online stores if they
do not provide cash on delivery facilities
0.394
2 Traditional
shopping is
convenient than
online shopping
I think shopping on the internet takes lot of time 2.788 9.958 0.713
Online shopping is complex as compared to traditional
shopping
0.706
It is more difficult to shop on the internet 0.698
I believe online shopping cannot overtake the
traditional shopping
0.658
I prefer traditional shopping than online shopping 0.614
3 Reputation and
service provided
I prefer to purchase from reputed online websites 1.964 7.013 0.775
I generally prefer to buy after comparing prices with
all other websites
0.732
I prefer to purchase online if website is secure and
genuine
0.726
I prefer those websites only that deliver the goods as
soon as possible
0.638
If there is no guarantee and warrantee of the product, I
will never prefer to buy through online stores
0.550
4 Experience I do not prefer to purchase from online stores if they
do not provide every month instalment (EMI) facilities
1.299 4.640 0.776
I hesitate to shop online because my past experience
was not good
0.663
I do not prefer to buy online because of little
knowledge of internet
0.606
(continued)
Table 4.
Factor analysis
RAMJ
15,1
46

Factors Name of the factor Statements Eigenvalue % of variance Loadings
5 Insecurity and
insufficient
product
information
I will not prefer online shopping if the description of
products shown on the online websites are not
accurate
1.190 4.251 0.665
I will not prefer online shopping if online prices are
high
0.614
The information given about the products and
services on the internet is not sufficient to make
purchase
0.548
If variety of goods available on the online stores are
less, I will not prefer online shopping
0.539
Online shopping is not secure as traditional shopping 0.416
6 Lack of trust I hesitate to give my personal information on online
websites
1.098 3.920 0.552
Without touching products, it is difficult to make
buying decision
0.521
Shopping online is risky 0.511
I would be frustrated about what to do if I am
dissatisfied with a purchase made from the internet
0.488
Table 4.
Online
shopping
behaviour
47

Conclusion
The study aimed to determinethe problemsfaced by consumersduring online
purchase.The resultshowed thatmostof the respondents have both positive and
negative experience while shopping online.There were many problems or issues that
consumer’s face while using e-commerce platform.Total six factors came out from the
study that limits consumers to buy from online sites like fear of bank transaction an
no faith,traditionalshopping more convenient than online shopping,reputation and
services provided, experience, insecurity and insufficient product information and l
of trust.
The research might be useful for the e-tailers to plan out future strategies so as
serve customeras per their needsand generatecustomerloyalty. As per the
investigation doneby Casalo etal. (2008),thereis strong relationship between
reputation and satisfaction,which further is linked to customer loyalty.If the online
retailer has built his brand name, or image of the company, the customer is more li
to prefer that retailer as compared to new entrant.The online retailer that seeks less
information from customers are more preferred as compared to those require comp
personal information (Lawler, 2003).
Online retailers can adopt various strategies to persuade those who hesitate to s
online such that retailer need to find those negative aspects to solve the problems
customers so that non-online shopper or irregular online consumer may become re
customer. An online vendor has to pay attention to product quality, variety, design
brands they are offering.Firstly,the retailer must enhance product quality so as to
generate consumer trust.For this,they can provide complete seller information and
history of the seller, which will preferably enhance consumer trust towards that sel
Furthermore, they can adopt marketing strategies such as user-friendly and secu
website, which can enhance customers’ shopping experience and easy product sea
and proper navigation system on website.Moreover,complete product and service
information such as feature and usage information,description and dimensions of
items can help consumer decide which product to purchase.The experience can be
enhanced by adding morepictures,productvideosand three-dimensional(3D),
images which will further help consumer in the decision-making process.Moreover,
user-friendly payment systems like cash on deliveries,return and exchange facilities
as per customerneeds,fast and speedy deliveries,etc. (Chaturvediet al., 2016;
Muthumaniet al., 2017)will also enhancethe probability of purchasefrom e-
commerce platform. Customers are concerned about not sharing their financial det
on any website (Roman, 2007; Limbu et al., 2011). Online retailers can ensure paym
security by offering numerous payment options such as cash on delivery,delivery
after inspection,Google Pay orPaytm or otherpaymentgateways,etc.so as to
increase consumer trust towards website,and customer will not hesitate for financial
transaction during shopping.Customers can trust any website depending upon its
privacy policy,so retailers can provide customers with transparent security policy,
privacy policy and secure transaction server so that customers will not feel anxious
while making online payments (Pan and Zinkhan,2006).Moreover,customers not
only purchase basic goods from the online stores but also heed augmented levelof
goods.Therefore,if vendors can provide quick and necessary support,answer all
their queries within 24-hour service availability,customers may find it convenient to
buy from those websites (Martin et al.,2015). Sellers must ensure to provide products
and services thatare suitable forinternet.Retailers can considerrisk lessening
strategies such as easy return and exchange policies to influence consumers (Bian
RAMJ
15,1
48

and Andrews,2012).Furthermore,sellers can offer after-sales services as given by
traditionalshoppersto attract more customersand generateunique shopping
experience.
Although nowadays,mostof the vendors do give plenty ofoffers in form of
discounts, gifts and cashbacks, but most of them are as per the needs of e-retailers and
not customers.Beside this,trust needs to be generated in the customer’s mind,which
can be done by modifying privacy and security policies.By adopting such practices,
the marketer can generate customers’ interest towards online shopping.
References
Agift,A., Rekha,V. and Nisha,C. (2014),“Consumers attitude towards online shopping”,Research
Journal of Family, Community and Consumer Sciences, Vol. 2 No. 8, pp. 4-7, available at: www.
isca.in/FAMILY_SCI/Archive/v2/i8/2.ISCA-RJFCCS-2014-017.php
Akroush, M.N. and Al-Debei, M.M. (2015), “An integrated model of factors affecting consumer attitudes
towards online shopping”, Business Process Management Journal,Vol.21 No. 6, pp. 1353-1376,
doi: 10.1108/BPMJ-02-2015-0022.
Alam,M.Z.and Elaasi,S. (2016),“A study on consumer perception towards e-shopping in KSA”,
International Journal of Business and Management, Vol. 11 No. 7, p. 202.
Alam,S. and Yasin,N.M.(2010),“What factors influence online brand trust:evidence from online
tickets buyers in Malaysia”,Journalof Theoretical and Applied Electronic Commerce Research,
Vol. 5 No. 3, pp. 78-89, doi: 10.4067/S0718-18762010000300008.
Al-Debei,M.M., Akroush,M.N. and Ashouri,M.I. (2015),“Consumer attitudes towards online
shopping:the effects oftrust,perceived benefits,and perceived web quality”,Internet
Research, Vol. 25 No. 5, pp. 707-733, doi: 10.1108/IntR-05-2014-0146.
Aziz, N.N.A. and Wahid,N.A. (2018),“Factors influencing online purchase intention among
university students”,InternationalJournalof Academic Research in Business and Social
Sciences, Vol. 8 No. 7, pp. 702-717, doi: 10.6007/IJARBSS/v8-i7/4413.
Banerjee,N., Dutta,A. and Dasgupta,T. (2010),“A study on customers’attitude towards online
shopping-An Indian perspective”, Indian Journal of Marketing, Vol. 40 No. 11, pp. 36-42.
Bianchi, C. and Andrews, L. (2012), “Risk, trust, and consumer online purchasing behaviour: a Chilean
perspective”,InternationalMarketing Review,Vol. 29 No. 3, pp. 253-275,doi: 10.1108/
02651331211229750.
Bilgihan,A. (2016),“Gen Y customer loyalty in online shopping:an integrated modelof trust,user
experience and branding”,Computers in Human Behavior,Vol.61,pp.103-113,doi:10.1016/j.
chb.2016.03.014.
Casalo, L., Flavian, C. and Guinalíu, M. (2008), “The role of perceived usability, reputation, satisfaction
and consumer familiarity on the website loyalty formation process”,Computers in Human
Behavior, Vol. 24 No. 2, pp. 325-345, doi: 10.1016/j.chb.2007.01.017.
Chaturvedi,D., Gupta,D. and Singh Hada,D. (2016),“Perceived risk,trust and information
seeking behavior as antecedents of online apparel buying behavior in India: an exploratory
study in context of Rajasthan”, International Review of Management and Marketing, Vol. 6
No. 4, pp. 935-943, doi: 10.2139/ssrn.3204971.
Cheung,C.M.and Lee,M.K.(2003),“An integrative modelof consumer trust in internet shopping”,
ECIS 2003 Proceedings, p. 48.
Cho, C.H., Kang, J. and Cheon, H.J. (2006), “Online shopping hesitation”, Cyberpsychology and Behavior,
Vol. 9 No. 3, pp. 261-274, doi: 10.1089/cpb.2006.9.261.
Clement,J. (2020),“Worldwide digital population as of April 2020”,available at:www.statista.
com/statistics/617136/digital-population-worldwide/(accessed 18 June 2020).
Online
shopping
behaviour
49

Comegys,C.,Hannula,M. and Vaisanen,J. (2009),“Effects ofconsumer trustand risk on online
purchase decision-making:a comparison of Finnish and United States students”,International
Journalof Management,Vol. 26 No.2, available at:www.questia.com/library/journal/1P3-
1874986651/effects-of-consumer-trust-and-risk-on-online-purchase
Forsythe,S.,Liu,C.,Shannon,D. and Gardner,L.C.(2006),“Development of a scale to measure the
perceived benefits and risks of online shopping”, Journal of Interactive Marketing, Vol.
pp. 55-75, doi: 10.1002/dir.20061.
George, O.J., Ogunkoya, O.A., Lasisi, J.O. and Elumah, L.O. (2015), “Risk and trust in online s
experience from Nigeria”, International Journal of African and Asian Studies, Vol. 11, pp
available at: https://iiste.org/Journals/index.php/JAAS/article/view/23937
Gong,W.,Stump,R.L.and Maddox,L.M.(2013),“Factors influencing consumers’online shopping in
China”, Journal of Asia Business Studies, Vol. 7 No. 3, pp. 214-230, doi: 10.1108/JABS-0
Huseynov,F. and Yildirim,S.O.(2016),“Internet users’attitudes toward business-to-consumer online
shopping:a survey”,Information Development,Vol. 32 No.3, pp. 452-465,doi: 10.1177/
0266666914554812.
Jadhav,V. and Khanna,M. (2016),“Factors influencing online buying behavior of college students:a
qualitative analysis”,The Qualitative Report,Vol. 21 No.1, pp. 1-15, available at:https://
nsuworks.nova.edu/tqr/vol21/iss1/1
Jayasubramanian,P., Sivasakthi,D. and Ananthi,P.K. (2015),“A study on customer satisfaction
towards online shopping”,InternationalJournalof Applied Research,Vol.1 No.8,pp.489-495,
available at: www.academia.edu/download/54009715/1-7-136.pdf
Jun,G. and Jaafar,N.I.(2011),“A study on consumers’attitude towards online shopping in China”,
International Journal of Business and Social Science, Vol. 2 No. 22, pp. 122-132.
Karthikeyan (2016),“Problems faced by online customers”,InternationalJournalof Current Research
and Modern Education (IJCRME),Vol. 1 No. 1, pp. 166-169,availableat: http://ijcrme.
rdmodernresearch.com/wp-content/uploads/2015/06/23.pdf
Katawetawaraks,C.and Wang,C.L.(2011),“Online shopper behavior:influences of online shopping
decision”,Asian Journalof Business Research,Vol.1 No.2,pp.66-74,available at:https://ssrn.
com/abstract=2345198
Kumar, M. (2016), “Consumer behavior and satisfaction in e-commerce: a comparative stud
shopping ofsomeelectronicgadgets”,InternationalJournalof Research in Commerceand
Management, Vol. 7 No. 7, pp. 62-67, available at: https://ijrcm.org.in/article_info.php?
Kuriachan,J.K. (2014),“Onlineshoppingproblemsand solutions”,New Media and Mass
Communication,Vol.23 No.1, pp.1-4,available at:www.academia.edu/download/34229456/
Online_shopping_problems_and_solutions
Laudon, K.C. and Traver, C.G. (2009), E-Commerce Business. Technology. Society, 5th ed., P
Lawler,J.P. (2003),“Customer loyalty and privacy on the web”,Journalof Internet Commerce,
Vol. 2 No. 1, pp. 89-105, doi: 10.1300/J179v02n01_07.
Lee, M.K. and Turban, E. (2001), “A trust model for consumer internet shopping”, Internation
of Electronic Commerce, Vol. 6 No. 1, pp. 75-91, doi: 10.1080/10864415.2001.1104422
Lennon,S.J.,et al.(2008),“Rural consumers’online shopping for food and fiber products as a form of
outshopping”,Clothing and Textiles Research Journal,Vol. 27 No.1, pp.3-30,doi:10.1177/
0887302X07313625.
Liang, T.P. and Lai, H.J. (2002), “Effect of store design on consumer purchases: an empirical
line bookstores”,Information and Management,Vol.39 No.6,pp.431-444,doi:10.1016/S0378-
7206(01)00129-X.
Lim,P.L.and Yazdanifard,R. (2014),“Does gender play a role in online consumer behavior?”,Global
Journalof Management and Business Research,Vol.14 No.7,pp.48-56, available at:https://
journalofbusiness.org/index.php/GJMBR/article/view/1570
RAMJ
15,1
50

Limbu, Y.B., Wolf, M. and Lunsford, D.L. (2011), “Consumers’ perceptions of online ethics and its effects
on satisfaction and loyalty”, Journal of Research in Interactive Marketing, Vol. 5 No. 1, pp. 71-89,
doi: 10.1108/17505931111121534.
Liu, C. and Guo,Y. (2008),“Validating the end-user computing satisfaction instrumentfor online
shopping systems”, Journal of Organizational and End User Computing, Vol. 20 No. 4, pp. 74-96,
available at:www. igi-global.com/article/journal-organizational-end-user-computing/3849
Martin,J., Mortimer,G. and Andrews,L. (2015),“Re-examining online customer experience to
includepurchasefrequency and perceived risk”,Journal of Retailing and Consumer
Services, Vol. 25, pp. 81-95, doi: 10.1016/j.jretconser.2015.03.008.
Mittal, A. (2013), “E-commerce: it’s impact on consumer behavior”, Global Journal of Management and
Business Studies,Vol. 3 No.2, pp.131-138,available at:www.ripublication.com/gjmbs_spl/
gjmbsv3n2spl_09.pdf
Miyazaki,A.D.and Fernandez,A. (2001),“Consumer perceptions of privacy and security risks for
online shopping”,Journalof Consumer Affairs,Vol.35 No.1, pp.27-44,doi:10.1111/j.1745-
6606.2001.tb00101.x.
Monsuwe,T.P.Y., Dellaert,B.G.C.and Ruyter,K.D. (2004),“Whatdrives consumers to shop
online? A literature review”, International Journal of Service Industry Management, Vol. 15
No. 1, pp. 102-121, doi: 10.1108/09564230410523358.
Muthumani,A., Lavanya,V. and Mahalakshmi,R. (2017),“Problems faced by customers on online
shoppingin Virudhunagardistrict”,InternationalJournal of ScienceTechnologyand
Management (IJSTM), Vol. 6 No. 2, pp. 152-159, available at: www. ijstm.com/images/short_pdf/
1486214600_S184_IJSTM.pdf.
Nazir,S.,Tayyab,A.,Sajid,A.,Ur Rashid,H. and Javed,I. (2012),“How online shopping is affecting
consumers buying behavior in Pakistan?”,InternationalJournalof Computer Science Issues
(IJCSI), Vol. 9 No. 3, p. 486.
Nikhashem, S.R., Yasmin, F., Haque, A. and Khatibi, A. (2011), “Study on customer perception towards
online-ticketing in Malaysia”,In Proceedings For 2011 InternationalResearch Conference and
Colloquium, Vol. 1, No. 1, pp. 320-338.
Pan,Y. and Zinkhan,G.M.(2006),“Exploring the impact of online privacy disclosures on consumer
trust”, Journal of Retailing, Vol. 82 No. 4, pp. 331-338, doi: 10.1016/j.jretai.2006.08.006.
Roman,S. (2007),“The ethics of online retailing:a scale development and validation from the
consumers’ perspective”, Journal of Business Ethics, Vol. 72 No. 2, pp. 131-148, doi: 10.1007/
s10551-006-9161-y.
Sivanesan (2017),“A study on problems faced by customers in online shopping with special
reference to Kanyakumari district”,InternationalJournalof Research in Management and
Business Studies,Vol. 4 No.3, pp.22-25, available at:http://ijrmbs.com/vol4issue3SPL1/
sivanesan.pdf
Tsiakis, T. (2012), “Consumers’ issues and concerns of perceived risk of information security in online
framework. The marketing strategies”, Procedia – Social and Behavioral Sciences, Vol. 62 No. 24,
pp. 1265 -1270, doi: 10.1016/j.sbspro.2012.09.216.
Wei,L.H.,Osman,M.A.,Zakaria,N. and Bo,T. (2010),“Adoption of e-commerce online shopping
in Malaysia”, In 2010 IEEE 7th International Conference on E-Business Engineering, IEEE,
pp. 140-143.
Yazdanifard,R. and Godwin,N.W. (2011),“Challenges faced by customers:Highlighting E-
shopping problems”,Paper presented at international Conference on Economics,Business
and Marketing Management (CEBMM 2011),Shanghai,China,available at:www.researchgate.net/
profile/Assc_Prof_Dr_Rashad_Yazdanifard/publication/268507745_Challenges_faced_by_ customers
_Highlighting_E-shopping_problems/links/546d4ade0cf26e95bc3cb0a1/Challenges-faced-by-custom
-Highlighting-E-shopping-problems.pdf (accessed 20 March 2020).
Online
shopping
behaviour
51

Further reading
Grabner-Kräuter,S.and Kaluscha,E.A. (2003),“Empirical research in on-line trust:a review and
criticalassessment”,InternationalJournalof Human-Computer Studies,Vol. 58 No.6,
pp. 783-812.
Nurfajrinah,M.A.,Nurhadi,Z.F.and Ramdhani,M.A.(2017),“Meaning of online shopping for indie
model”,The SocialSciences,Vol.12 No.4,pp.737-742,available at:https://medwelljournals.
com/abstract/?doi=sscience.2017.737.742
Corresponding author
Bindia Daroch can be contacted at: [e-mail]
For instructions on how to order reprints of this article,please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details:[e-mail]
RAMJ
15,1
52