Article Details

A Study on Factors Influencing the Adoption of E-Retailing in India | Original Article

Anuj Kumar*, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research

ABSTRACT:

The presents study attempts is to identify the various factors and attributes which influence consumers perception towards the adoption of internet retailing in India. A multivariate statistical analysis was conducted on different measures to identify the underlying factors influencing the adoption of internet Retailing. The responses pertaining to various factors were gathered through a consumer survey of 103 respondents chosen on the basis of convenience sampling. Reliability of the scale used in the questionnaire was tested by using Cronbach’s Alpha (α) measurements. The data collected from the respondents were examined using Kruskal Wallis test and Principal Component Analysis. In the study, out of 19 factors only 6 factors with Eigen value greater than one were identified as principal components examining the 67.50 per cent of total variance. Result of the study confirmed that demographic characteristics, perceived usefulness, risk perception of users, computer self efficacy, seller’s benevolence, services quality and security factor were the most important factors in the adoption of e-retailing in India.