Factors Affecting Online Shopping Behavior of Consumers in Domestic Appliances


  • Anoop Bhardwaj
  • Dr. Anupam Narula
  • Dr. Ajay Sharma


Purpose: The present study examined the factors that affect consumers online shopping behavior in domestic appliances and explored the effect of these factors on consumers online purchase intentions, and also the effect of purchase intention on shopping behavior using the Unified Theory of Acceptanceand Use of Technology (UTAUT) model. Design / Methodology: The current study was designed to examine the factors that affect consumers’ online purchase intention thereby analyzing consumers online shopping behavior. To achieve this, a pilot study was done on 30 people to analyze the understandability of the questions with the help of a structured questionnaire. A descriptive study using convenient sampling was used to collect 212 valid responses. Factor analysis using SPSS, SEM was performed to test the relationships between these factors and consumers’ online purchase intention. The impact of these factors on consumers' online purchase intentions was examined using SEM. Findings: The study resulted that the online shopping behavior of consumers is being affected by sevenfactors. These factors are economic factors, availability of products, subjective norms, e-service quality, perceived trust and risk, perceived behavior control, and perceived ease of use & usefulness which affect consumers’ online purchase intention and behavior. These factors contribute 78.24% ofthe variance that affects consumer online purchase intention. Conclusion: Economic factors, availability of products, subjective norms, e-service quality, and perceived trust are the significant factors that affect consumers online purchase intention, and purchase intention has a positive effect on the purchase behavior of consumers. Therefore, organizations must emphasize and put effort in improving these areas in order to enhance firms performance and consumer online shopping. Limitation: The present study was done on a limited sample size of 212 respondents. Hence, the output cannot be generalized for all online shoppers. Further, different statistical tools and analyses can bedone to improve the conclusiveness of the study.