Kamatchi Eswaran | Manju @ Mahalakshmi

Online shopping | E-commerce

Vol:2; No: 1; Mar-16 | ISSN: 2455-3921

 Online shopping is the process of buying goods and services from merchants who sell on the internet. Shoppers can visit web stores from the comfort of their homes and shop as they sit in front of the computer. The main purpose of this study is to determine the factors influencing consumers’ attitude towards e-commerce purchases through online shopping. The study also investigate how socio-demographic (age, income and occupation),pattern of online buying (types of goods, e-commerce experience and hours use on internet) and purchase perception (product perception and customers’ service) affect consumers’ attitude towards online shopping. Convenience sampling method was conducted in this study and the sample comparison of 100 respondents in Virudhunagar District. Data were collected via self-administered questionnaire which contains 15 questions in Part A (respondents’ background and their pattern of using internet and online buying),34 questions in Part B (attitude towards online purchase) and 36 questions in Part C (purchase perception towards online shopping). One-way ANOVA were used to assess the differences between independent variable such as age, income, occupation and pattern of online buying (type of goods) and dependant variable such as attitude towards online shopping.Further study should explore other factors that influencing consumers’ attitude towards e-commerce purchases through online shopping with a broader range of population and high representative sampling method.

J.Kamatchi Eswaran, Assistant Professor of Commerce, V.H.N.S.N College, India