During online shopping, online shopping behavior refers to an individual's overall view and evaluation of a product or service.
Published in Chapter:
Determinants of Women's Online Buying Behavior: An Extension of the TAM Model
Shakti Chaturvedi (REVA Business School, Bangalore, India), R. Vara Prasad (SSGS Aided Degree College, Guntakal, India), and Madhan Kumar (NSB Academy, Bangalore, India)
Copyright: © 2022
|Pages: 22
DOI: 10.4018/978-1-6684-3430-7.ch013
Abstract
Online retailing has been continuously increasing in India, and easy access to the internet has completely overhauled the status of online shopping in the country. Based on the technology acceptance model, this chapter attempts to outline the factors influencing the buying decisions of women consumers in the Tirupathi district in Andhra Pradesh. The study throws light on various factors, namely technology, security, social media, convenience, buying intentions, which influence women purchasing decisions. The chapter uses convenience sampling to select 390 sample units and uses Karl Pearson correlation, linear regression, multiple regression, and SEM for the analysis. The results showed that technological factors, convenience, and security significantly affected buying intentions of online women consumers. In turn, buying choices significantly positively impacted buying decisions. However, social media has a poor effect on their buying intentions. The study has several theoretical and practical implications for future marketing researchers.