INFLUENCE OF TECHNOLOGICAL FACTORS ON ATTITUDE TOWARDS’ ONLINE SHOPPING WITH E-ORDER MANAGEMENT AS MEDIATOR IN ONLINE SHOPPING – IN CHENNAI REGION

This paper is focused to investigate the influence of technological factors on attitude of consumers' towards e-retailing, taking e-order management as a mediating factor. Three attributes (e-product search, e-order management and e-payment option) potentially affect consumers' ability to adapt to technology which may lead to their attitude towards e-retailing. Consumers' of Chennai region were taken as subject for analysis. Data for the study was collected from 266 online consumers'. The data collected were analyzed using SPSS version 20.0 and AMOS version 20.0. Model fit and hypothesis testing were done by using Structural Equation Model. The conclusion reveals that e-product search and e-payment option has positive influence on e-order management. It is interesting to note that attitude has positive influence on e-order management and on e-product search in online shopping behaviour, and eorder management has positive influence on e-product search. For further research other variables related to technological factors may be taken for analysis to reduce sampling bias