Buyer web based Purchasing behavior and its Influencers in Uttarakhand: An Exploratory Study

Abstract

Research on various factors affecting web based purchasing behaviour has garnered a lot of attention over the last decade. This is largely because of tremendous growth of online shopping in India. As per a Google India report titled “Year in Search” there will be more than 650 million Indians on the web. It has been concluded by various researchers that people prefer online shopping primarily because of its core benefits such as convenience, 24*7 availability, sparing of time and money and availability of wider assortment of products at affordable prices. (Bucko et.al, 2018; Rahman et.al.,2018; Castaneda and Montoro, 2007; Laohapensang, 2009). In addition to its core benefits people have strong intention towards online shopping due to presence of various other factors such as web graphics and looks, availability of correct and up-to-date information on websites, mode of payment, factors related to product order and return policy,(Kim and Ammeter,2018; Zendehdel, Paim and Osman,2015; Hwang and Jeong,2014;Gehrt et.al.,2012). It has been argued by various researchers that there exists important relationship between authencity and integrity of websites and web based purchasing choice.  The people have strong intention to buy online provided online platforms provide them security and privacy.(Fortes and Rita,2016; Dai, Forsythe and Kwon,2014; Rahman, Khan and Iqbal,2018).People of age-group 18-25 are presumed to be preferring online shopping the most while research do supports this fact but along with the net generation people of the age-group 26-45 are also found to prefer online shopping upto a certain extent.(Singh and Srivastava,2018;Prashar,Vijay and Chandan,2017;Shergill,Gurvinder and Chen,2005;