Online Shopping Behavior of People in Coimbatore City
Dr.(Mrs.) Padmasini, Assistant professor, School of Commerce, Bharathiar University, Coimbatore.
Miss. T.JeevaRekha, M.Phil. Research Scholar, School of Commerce, Bharathiar University, Coimbatore.
Abstract: Online shopping is the new trend in retail markets. It has now been adopted all over the world including India. Though online shopping method is not popular in many countries, the trade through online shopping in India is increasing rapidly. Therefore, it has become very essential to know the key factors which influence the online shopping behavior of people and it is assessed using expletory factor analysis. It is observed that the factors like Site Characteristics,…show more content… It provides both organizations and consumers, with endless options to choose from, for various transactions. Online commerce has many advantages when compared to regular shopping. The most fundamental advantage is the convenience.
Objective of the Study:
The objective of the study is to find the factors which influence the consumers while buying products through online.
To understand the construct of online shopping, primary data have been used. To assess the key factor influencing the consumer to go for online shopping, the primary data were collected through questionnaire. The questionnaires were collected from 50 respondents in the area of Coimbatore city. For this purpose, the convenience sampling method was used.
Due to paucity of time only limited samples were taken for study.
Results and Discussion:
Factor Analysis: It is used to describe variability among absorbed, correlated variables in terms of a potentially lower number of unobserved variables called factors. It’s used for data reduction purpose. It removes duplication from a set of correlated variables. For this reliability 17 statements have been framed and the five factors were derived and which explained 68.217 as total variance. To find out whether the tools used for the study is consistent, the reliability test is made and it results are shown in Table 1. It shows that the