ANALYSIS OF WEBSITE RELATED FACTORS TOWARDS ONLINE PURCHASE INTENTION WITH RESPECT TO BABY PRODUCTS

The baby products segment is a kind of a niche segment as the customers are not the same as that of the end users i.e. customers who buy them use it either for their own babies or buy for gifting purposes. Babies are extremely tender and sensitive and due to their inherent inability to communicate exactly what their specific needs and wants are, the entire responsibility is borne by parents or the customers who buy these products to ensure their safety and hygiene. If the customer is satisfied with his or her purchase, given the busy schedules, most of them opt for online purchase, as these products like baby toiletries, diapers are needed till they reach at least 4 to 5 years. Online shopping has made most of our lives easier as it is convenient and saves a lot of time commuting up and down to the shop, especially for a repeated purchase. In this scenario, identifying the factors which influencing for online purchase intention would open the screen for various decision making for both customers and online retailers. Hence this study was conducted for analysing internet related factors towards online purchase intention with respect to baby products buying among Chennai customers. In this regard, data were collected from 164 respondents, through survey method, by using structured questionnaire by adopting purposive sampling method. Collected data were analysed and results revealed two new factors such as web-design and trust factors which influencing online purchase intention of baby products buying. This study also revealed that, web-design factor played major role and followed by trust factor.