FACTORS INFLUENCING ONLINE SHOPPING –AN EXPLORATORY REVIEW IN THE INDIAN PERSPECTIVE

ABSTRACT The fast growing e-commerce market in the country will touch USD 84 billion in 2021 from USD 24 billion in 2017 on account of a healthy growth in organized retail sector. The present research paper focuses on identifying various variables dependent on underlying variables which influences or inducts consumers for online shopping. These variables have been identified by the researcher by immense review of literature and brainstorming sessions with subject experts and professionals in the area of marketing. The study is Exploratory for the purpose Questionnaire Development for which data has been collected using random sampling targeting 220 customers having adequate experience in online purchasing. Sampling units were residents in the city of Bangalore in India. While the selection of these customer respondents, due care has been taken to ensure diversity regarding demographic measures. In the Exploratory Factor Analysis (EFA), the indicators presented adequate factor groupings, as well as communality extracted at the levels recommended in the literature. This Research has both Managerial and Theoretical Contributions. While developing a Scale for measuring Online Shopping Factors is seen as Theoretical, Applications in the Industry for Understanding as to how and why Consumers shop online and most importantly what are the Factors sought after by them are the Managerial Implications. Further Research can shed light on the Significance of Demographics with the Parameters that are contributing to the Factors. Keywords: Online Shopping,Variables, Factor Analysis, Scale Development