UNDERSTANDING CONSUMERS’ BEHAVIOUR TOWARDS ONLINE SHOPPING: THE UNIFIED THEORY OF ACCEPTANCE & USE OF TECHNOLOGY (UTAUT) PERSPECTIVE

Abstract

Purpose -Internet has developed in new delivery channels electronic transactions are increasing rapidly. This need has arisen to understand how they perceive directly to buy consumers. Most of the people who use the internet to purchase goods online, but that there are still some reasons for which consumers are reluctant to buy online. The attitudes of people toward the purchase online are different in Kolkata. The purpose of this study is to review the factors felt reservation of consumers in online shopping.

 

Design/methodology/approach - This paper is not the final research paper.  Pilot  test was  conducted.  In this  study  I will apply structural equation model (SEM) .Our research primarily focuses on the popularity  of online shopping platform like   flip kart , Amazon , snapdeal etc. We are now in the process of collecting data/ responses from at least 500 new respondents.  Fresh respondents to check the attitude, perception , Behavioural intention of consumers towards shopping in online platform.Though  TAM is the most cited model to understand buyers  intention to adopt new or latest innovative technologies & its actual usage. But we are using UTAUT model.

Findings This study empirically demonstrates that prior customer experience strengthens the relationship between performance expectancy and satisfaction, My  research instrument i,e  questionnaire is  adapted  questionnaire  We  have obtained 7 point Likert scale . Responses from 300  individuals who have participated in this survey.  I, now welcome constructive criticism from house to give me feedback. So I can further improvise my research work.  We are using reflective scale not a formative scale .

 

 

 

Final Research Instrument Develop:- We are now in the process of collecting data/ responses from at least 500 new respondents.  Fresh respondents to check the attitude, perception , Behavioural intention of consumers towards shopping in online platform.