MEDI-CAPS UNIVERSITY

INDORE

Project
Report ON
“CONSUMER ATTITUDE TOWARDS
ONLINE SHOPPING”
Submitted as Partial Fulfillment for
Degree of Master of Business Administration
to
Medi-Caps University, Indore

GUIDED BY- SUBMITTED BY

Dr. Sunil Mishra ASHISH SWAMI (MS20MS501051)

ANAND DUBEY (MS20MS501025)

ANURANJAN CHATURVEDI (MS20MS501040)

ANSHITA DIXIT (MS20MS501039)

ANKITA DWIVEDI (MS20MS501034)

1
 INDEX

S. no Particulars Page no.

Certificate by the Teacher 4

Declaration by the Student 5
Acknowledgement 6
1. Introduction 7
1.1 Factors Influencing 9
consumers to shop online
2. Literature Review 13
3. Research Methodology
3.1 Objectives of the study 16
3.2 Research Model 17
3.3 Research Hypothesis 18
3.4 Sample Coverage 19
3.5 Data Collection (Methods and 20
Tools)
3.6 Sampling , Questionnaire 20
Design
4. Data Analysis and 21
Interpretation
4.1 Descriptive Statistics 22
4.2 Reliability Analysis 29
4.3 Correlation 30
4.4 Regression Analysis 32
5. Conclusion 38
5.1 Limitations of the study 39
5.2 Scope for future study 39
6. References 40

2
 CERTIFICATE

This to certify that Ashish Swami , Anshita Dixit , Ankita Dwivedi , Anuranjan
Chaturvedi , Anand Dubey has executed the project entitled under my supervision
and there port submitted there with is the result of work done under my supervision.

Place: INDORE

Date: June 16, 2021 Name of the Supervisor:

Dr. SUNIL MISHRA

Designation:
PROFESSOR

Place: INDORE
Date: JUNE 16, 2021 External Viva-Voce Examiner

3
 DECLARATION

This is to certify that the project entitled “CONSUMER ATTITUDE TOWARDS

ONLINE SHOPPING” is a bonafide work done by ASHISH SWAMI, ANAND
DUBEY, ANSHITA DIXIT, ANURANJAN CHATURVEDI, ANKITA DWIVEDI
under the supervision of Dr. SUNIL MISHRA in partial fulfillment for the
degree of Master of Business Administration by Medi-Caps University, Indore.

Place: INDORE
Date: JUNE 16, 2021 Name: ASHISH SWAMI (MS20MS501051)
ANAND DUBEY (MS20MS501025)
ANURANJAN CHATURVEDI (MS20MS501040)
ANSHITA DIXIT (MS20MS501039)
ANKITA DWIVEDI (MS20MS501034)

4
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,
behavior and acts during the course of study.

I express my sincere gratitude to Dr. Harish K Bapat Dean of Department,

Commerce and Management for providing me an opportunity to undergo BRM
Report in Market platform under title “Consumer Attitude Towards Online
Shopping”.

I am thankful to Dr. Sunil Mishra for their support, cooperation, and

motivation provided to me during the BRM Report for constant inspiration,
presence and blessings.

Lastly, I would like to thank the almighty and my parents for their moral
support and my friends with whom I shared my day-to-day experience and
received lots of suggestions that my quality of work.

Place: Indore

Date: June-2021

5
 1. INTRODUCTION

The use of Internet technology has created a wide market for the manufacturers

and service providers and also has provided a new innovative technique for

marketing strategies by professionals. There are various reasons due to which

the Consumers switch towards Online Shopping. The comparison between the

products is made on the basis of size, color, price and quality of the product.

Consumers get attracted by various discount schemes provided by the Sellers.

As E-commerce companies has wide communication network so it became the

new mediator between the companies, manufacturers and their Consumers.

Earlier the Indian Consumers used to purchase electronic gadgets and mobile

phones, but nowadays the Consumers are also attracted towards watches, beauty

products, apparels, perfumes, and many more. The main aim of online shopping

is to provide superior quality at affordable prices and deliver a better

satisfaction to consumers this is the reason online shopping is more convenience

and is growing day by day.

Apart from benefits there are some risks associated with online shopping.

Consumers avoid online shopping because of fradulent activities, Delivery risks

on prepaid orders , no gurantee of quality of products. Online shopping has

shown tremendous growth due to many advantages associated with it with the

help of it one can buy products faster, more alternatives are available one can

buy product by comparing prices at various websites. The trend of online

6
shopping has increased rapidly in past few years due to easy accessibility of

internet. Access to internet has pushed the customers to shop online, Online

shopping is the third most favoured activity on internet after email and web

browsing. Across the world more than 627 million people have done online

shopping so far. The countries which are more involved in online shopping are

German and British. The items that are purchased on the internet are Books,

airline tickets, clothing, shoes, video games.

On the other hand online shopping has grown very fast due to advantages

associated with it like lower transaction cost and search cost as compared to

offline shopping. Through online shopping one can buy faster from more

alternatives and can order product and services with comparative lowest price

(Cunyet and Gautam 2004).

Consumer attitude towards online shopping refers to state in terms of making

purchases over internet. The main theme of the study is to know the factors that

influence the attitude of customer towards online shopping. The wide use of

internet and rapid growth in technology has created a market for both customer

and business. Internet is not just a medium to get in touch with customers but a

important link to find potential customers as well as maintain relationship with

existing customers. Importantly, the idea of online shopping is to drag

customers to a convenient way of shopping. Customers will be able to save

time and money, and can get all the necessary information about the product
7
within few minutes and purchasing can be done anywhere anytime according to

their time preference.

The paper is arranged as follows. The first section gives a brief introduction to

the topic. Next, a review of relevant literatures which validates influence of

convenience, timesaving, website design, security and trust on purchase

intention of consumer. Thereafter, the research methodology is discussed in

terms of research population, questionnaire design, data collection procedures,

and the analysis performed in SPSS on the data (Reliability, Correlation,

Regression, Annova, Descriptive) with their results. The study finding is

presented hereafter and future research opportunities are stated along with

limitations of the study.

1.1 Factors Influencing consumer to shop online

Convenience – It takes a lot of time to search a product in a store but through

online shopping one can quickly and easily search products in a very short time.

It is easy to sit at one place and select and purchase the product of our choice

without moving from store to store. Once you have selected the product and

ordered it the product is delivered at your place and payment method for order

is according to your convenience (i.e. Pay on delivery, Advance payment,

EMI’s). Thus Online Shopping has made things more convenient. Darian (1987)

mentioned that online shoppers carry a set of benefits in term of convenience

8
like less time consuming, flexibility, less physical efforts. According to

9
Robinson, Riley, Rettie and Wilsonz (2007) One of the major motivation for

online shopping is convenience in terms of shop at anytime and large number of

items delivered at your door. Rohm and Swaminathan (2004) claimed that

convenience and variety seeking are major factor that affect online shopping.

Webcheck’s(1999) study reveals that convenience is one of the biggest

advantage of online shopping.

Time Saving - It is the second important factor of online shopping. By online

shopping time can be saved and the efforts are also reduced. With the help of

online shopping time is reduced one doesn’t needs to go to market for shopping.

According to Rohm and Swaminathan (2004) one possible reason that online

shopping saves time during purchase of products is that it eliminates the

travelling time which is required to go to traditional stores. Corbett (2001)

claimed that time saving is not the motivating factor in online shopping because

it takes time receiving products or delivery. But time saving factor can be

viewed through other dimensions like a person living in Indore can shop at H &

M in Bombay (through the web) in less time.

Website Design – The most influencing factor of online shopping is website

design. It plays a major role in consumer’s shopping. The accessibility features

of the website, its layout, ease to search products, sorting among products etc

helps the consumer to do shopping. Website design, website reliability, website

10
customer service and website security and privacy are the most important

features that influence the perception of consumers Shergill and Chen (2005).

Kamariah and Salwani (2005) claimed that higher the website quality higher the

consumer intends to shop from internet. Website design has essential impact on

consumer’s choice of website. Website design is one of the important factors

that motivates customer for online shopping stated by Reibstein (2000). Other

study conducted by Zhang Dran (2010) indicates that website design, features

are most important and influencing that leads to customer satisfaction or

dissatisfaction towards a specific website.

Security – It is the important factor of online shopping. Consumers feel secure

to buy from the websites which are secure i.e. which have secure payment

options.

It is another dominant factor that affects consumers to shop online. Many

internet users avoid online shopping due to credit card fraud privacy factors,

non delivery risk, post purchase service and so on. But transaction security

provided by online shopping sites has received much attention. Safe and secure

transaction of money and transactions through debit cards credit cards has

increased trust and decreased transaction risks. According to Bhatnagar and

Ghose (2004) Security is one of the factor which limits buying through web as

they claim that there are large number of online shoppers who do not prefer

11
online shopping because of their thinking about security of their information.

12
Trust - Researchers have also argued about implications of trust in explaining

the behavioral issues of online shopping .The most frequently cited reason by

consumers for not doing online shopping is lack of trust. Consumers may not be

doing online shopping due to the risks related with online shopping such as

credit card fraud, the inability to touch the item before purchasing it. Wee and

Ramchandra (2005) claimed that the reasons for not shopping online are lack of

security, lack of physical contact, uncertainty about product quality and distrust

of seller.

Purchase Intention – The consent of a consumer to buy certain products is

called purchase intention. It is a dependent variable which depends on several

factors (internal & external). In our context purchase intention of a consumer to

buy a product through internet depends on Convenience, Time saving, Website

design, Security, Trust. All this factors affect the consumer and make up the

mind of consumer whether to go for online shopping or not. Like if a consumer

finds online shopping easy i.e. convenient and if it saves his time and can easily

access website and find his products and has a trust of security then he will go

for online shopping. Various researches stated that purchase intention of a

consumer basically depends on various factors i.e. the factors which make up

the mind of the consumer to go towards online shopping.

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 2. LITERATURE REVIEW

A literature review is a report, which helps to find out what is already known

about our area of study. It acts as a theoretical base for our research and helps to

decide nature of our research.

Need of Literature Review

1. To obtain knowledge on our research topic.

2. To identify area of research.

 Different Literature Reviews

Mohammed Nuseir (2010) employed five factors (Security, Infrastructure for

internet, product/service characteristics, Price, Promotion) that defined their

effect on purchase decision over internet Questionnaire were distributed to

collect data they took a sample size of 215 respondents out of which 181 were

valid and were analyzed by using descriptive and analytical statistics he

explored that security has a significant effect on consumer’s purchase decision

through internet.

Ahmed (2012) In his research university students aged between 18 to 34 were

chosen as respondents 800 sets of questionnaire were distributed for analysis

out of which 662 were valid Collected data was then analyzed using SPSS

version 18.0 and AMOS 16.0 and he explored the main factors which affect the

14
buying decision is convenience, and website design which are highly correlated

with purchase intention and has a significant effect on it.

Chaing and Dholakia (2014) in their research paper conducted a study in which

they explored the reason why the consumers purchase goods online during their

shopping. Mainly there were three variables in their study that affects the

consumer to purchase online or go to offline. Those are accessibility features of

the shopping sites (website design) the type of products and their characteristics

and the price of the product. The study revealed that the accessibility and the

convenience of shopping sites creates the intention to purchase or not. . When

there are difficulty faced by a consumer to purchase online then the customer

switch to the offline shopping (stores) for the purchase behavior and the

consumer face difficulty in purchasing from stores then they switch to online

shopping. After relating both the medium of shopping the consumer said that

the online shopping is more convenient for them and gives more satisfaction

which inspires the consumer to purchase online in the internet.

Iyer and Eastman (2014) found that the population of senior who are more

literate and knowledgeable and who are more aware of technology and those

who have a positive behavior (i.e. trust) towards online shopping and internet

are more into online shopping. But the population of seniors who are less aware

of the internet and shopping sites are less involved in the shopping sites because

they do not have positive attitude (i.e. trust) towards online shopping rather they
15
are much more interested in offline shopping and the seniors who are more

involved in the internet uses more online sites to purchase goods over Internet.

Saad and Paul (2013) found that convenience and time saving are two most

motivating factors in online purchase. The main reason that motivated the

customers to do online shopping was convenience to access product information

that helps the customer to save the time. Security was also a crucial factor the

online shopping would fail if internet users feel lack in degree of security.

Convenience has a strong relationship with online shopping correlation score

was (r = 0.554) where as security has a moderate relationship with online

shopping. The correlation score was (r = 0.308).

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 3. RESEARCH METHODOLOGY

3.1 Objectives of the study –

1. To study the attitude of customers towards online shopping.

2. To study the impact of demographic factors (gender, age, income, marital

status, qualification, profession) on the purchase intention of the

consumer.

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 3.2 Research Model

CONVENIENCE

TIME SAVING

PURCHASE
WEBSITE
INTENTION DESIGN

SECURITY

TRUST

The above model shows relationship between dependent variable (DV) and

Independent variable (IDV). Purchase intention is perceived as dependent

variable where as convenience, time saving, website design, security and trust

are the independent variables that influence the consumer to shop online. The

research model hereby developed will serve as the basis for this research and

will help in analyzing and interpreting the results.

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3.3 Research Hypothesis

To examine the relationship between independent and dependent variables

following 6 hypotheses are formulated based on our research model.

H1: There is a relationship between independent variables and purchase

intention through internet.

H2: There is a relationship between purchase intention and convenience while

shopping through internet.

H3: There is a relationship between purchase intention and time saving while

shopping through internet.

H4: There is a relationship between purchase intention and website design while

shopping through internet.

H5: There is a relationship between purchase intention and security while

shopping through internet.

H6: There is a relationship between purchase intention and trust while shopping

through internet.

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3.4 Sample Coverage

This research is descriptive in nature. Convenience sampling technique was

used in the study. The total sample for the study was 130. The sample

population consists of students, business men, teaching and non teaching staff

of various universities under different age groups.

Gender, Age, Income, Organization, Martial status, Qualification sample in

terms of this demographical variables were considered.

3.5 Data Collection methods and tools

Primary data collection was used. The primary data was collected through

questionnaire. Google form was created which was forwarded to our

respondents for data collection.

3.6 Sampling

Generally there are two types of sampling probability sampling and non

probability sampling. There are four types of probability sampling - simple

random sample, stratified random sampling, systematic sampling, cluster

sampling. There are three type of non-probability sampling - Convenience

sampling, Snowball sampling and quota sampling. According to Bryman and

Bell (2007) Convenience sample is the one that is easily available to researcher

with its goodness to accessibility. We have used convenience sampling method

20
for the data collection. Convenience sampling method is helpful and it seemed

to be helpful for our research purpose rather than random sampling.

Sample size

The populations of the research are businessmen, service class peoples

(employees) and students. We have decided to take the sample of 218

candidates out of which 133 are male (60%) and 85 are female (40%). The

population can be further classified as businessmen (44 candidates), employees

(85 candidates) and students (89 candidates). Questionnaire (Google form) was

forwarded to our respondents and it was prepared in simple language to remove

ambiguity.

3.7 Questionnaire Design

The questionnaire was carefully designed to meet the requirements of research.

The questions were taken from previous literature on Consumer’s attitude

towards online shopping. The questionnaire consists of two parts first part

focuses on demographic characteristics of the consumer like Gender, Age,

Income, Organization, Marital Status, Qualification and Profession. Second part

is mainly focused on questions related to the factors that influence consumers to

do online shopping.

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 4. DATA ANALYSIS & INTERPRETATION

The tool that we use for data analysis is a 5 Point Likert Scale (1= Strongly

Disagree, 2 = Disagree, 3 = Uncertain, 4 = Agree, 5 = Strongly Disagree). The

likert scale is a scale that is commonly used for questionnaires and is widely

used in survey research. The advantage of using likert scale may be to create

interest among respondents according to Robson (1993) as likert scale can be

interesting for users. Another advantage can be its simplicity and ease of use.

4.1 Descriptive Statistics

Gender Age Income Organization Martial status Qualification Profession

N Valid
218 218 218 218 218 218 218

Missing 0 0 0 0 0 0 0

The above table is of descriptive statistics which has descriptive variables age,

gender, income, organization, qualification and profession. The table shows that

out of total respondents the valid number of responses for each variable and the

missing cases of each variable. In our research all 218 cases are valid and no

values are missing.

22
Table: 1: Gender of the Respondents

Gender
Valid Cumulative
Frequency Percent Percen Percent
t
Valid Male 133 61.0 61.0 61.0
Female 85 39.0 39.0 100.0
Total 218 100.0 100.0

Interpretation - From the above table we see that clearly out of 218 respondents

61% (i.e. 133) are male and the remaining 39 % (i.e. 85) are female.

23
Table: 2: Age of the Respondents

Age
Valid Cumulative
Frequency Percent Percen Percent
t
Valid 18 - 30 15 70. 70. 70.2
3 2 2
31 - 40 87.2
3 17. 17.
7 0 0
41 - 50 2 10. 10. 97.7
3 6 6
51 - 60 100.0
5 2. 2.
3 3
Total 218 100. 100.
0 0

24
Interpretation – The above table depicts that out of 218 respondents 70.2 % (i.e.

153) are falling under category 18- 30 years old 17 % (i.e. 37) are falling under

25
category 31- 40 years old, 10.6 % (i.e. 23) belongs to 41 – 50 years category

and 2.3 % (i.e. 5) belongs to the category 51 – 60 years category.

Table: 3: Income of the Respondents

Income
Cumulative
Frequency Percent Valid Percent Percent
Valid Less than 1,00,000 86 39.4 39.4 39.4
1,00,000 - 2,50,000 50 22.9 22.9 62.4
2,50,001 - 5,00,000 55 25.2 25.2 87.6
Above 5,00,000 27 12.4 12.4 100.0
Total 218 100.0 100.0

26
Interpretation – The table reveals that 39.4 % (i.e. 86) respondents have yearly

income less than 1,00,000 where as 22.9 % (i.e. 50) respondents have yearly

income 1,00,001 – 2,50,000 and 25.2 % (i.e. 55) respondents have yearly

income 2,50,001 – 5,00,000 and 12.4 % (i.e. 27) respondents have yearly

income Above 5,00,000.

Table: 4: Organization of the Respondents

Organization
Valid Cumulative
Frequency Percent Percen Percent
t
Valid Private 184 84.4 84.4 84.4
Public 34 15.6 15.6 100.0
Total 218 100.0 100.0

27
Interpretation – The above table reveals that out of 218 respondents 184

respondents (i.e. 84.4 %) are associated with private sector organization and the

remaining 34 respondents (i.e. 15.6 %) are associated with public sector

organization.

Table: 5: Martial Status of the Respondents

Martial status
Valid Cumulative
Frequency Percent Percen Percent
t
Valid Single 130 59.6 59.6 59.6
Married 82 37.6 37.6 97.2
Divorcee 6 2.8 2.8 100.0
Total 218 100.0 100.0

28
Interpretation - The above table depicts that 59.6 % of our respondents are

single, 37.6 % are married and 2.8 % are divorcee.

Table: 6: Qualification of the Respondents

Qualification
Valid Cumulative
Frequency Percent Percen Percent
t
Valid Under
33 15.1 15.1 15.1
Graduate
d
Graduated 62 28.4 28.4 43.6
Post Graduated 105 48.2 48.2 91.7
Profesional 18 8.3 8.3 100.0
Total 218 100.0 100.0

29
Interpretation - The above table reveals that 15.1 % of the respondents are

educated at under graduation level, 28.4 % of the respondents are educated at

graduation level, 48.2% of the respondents are educated at post graduation level

and 8.3 % are educated at professional level.

Table: 7: Profession of the Respondents

Profession
Valid Cumulative
Frequency Percent Percen Percent
t
Valid Business Class 44 20.2 20.2 20.2
Service Class 85 39.0 39.0 59.2
Student 89 40.8 40.8 100.0
Total 218 100.0 100.0

30
Interpretation - The table depicts that 20.2 % of respondents are business men,

39 % are of service class and 40.2 % of our respondents are students.

4.2 Reliability Analysis

Case Processing Summary

N %
Cases Valid 218 100.0
Excluded 0 .0
Total 218 100.0

Overall Reliability

Reliability Statistics
Cronbach's
Alpha N of Items
.939 22

From the above table the value of Cronbach’s alpha is 0.939 and there are no
items have been deleted and the value is greater than 0.70 as suggested. \

Individual Reliabilith

From the table the value of Cronbach,s alpha lies between 0.738 to 0.816, there
are no items have been deleted as the value has fulfilled the requirement of over
0.70 as suggested.

Reliability Statistics

31
Variables No. of items Cronbach’s Alpha
Convenience 4 0.789
Time Saving 3 0.785
Website Design 4 0.786
Security 4 0.738
Trust 3 0.816
Purchase Intention 4 0.769

4.3 Correlations

Descriptive Statistics
Std.
Mean Deviation N
Convenience 15.6284 3.15564 218
Time Saving 11.4128 2.90625 218
Website Design 16.0963 3.26903 218
Security 14.7339 3.29122 218
Trust 10.6606 2.66301 218
Purchase Intention 15.0321 3.24057 218

The above table shows Mean and Standard deviations of total of each of our

variables.

32
The above table shows inter item correlation between variables i.e. how much

one variable is related to other like the correlation between convenience and

time saving is 0.663 it means that time saving and convenience are moderately

correlated; the correlation between convenience and website design is 0.623 it

means that they are also moderately correlated, Similarly the correlation

between convenience and security, trust and purchase intention are 0.615, 0.593

and 0.628 all this are moderately correlated.

The correlation between time saving and convenience website design security

trust and purchase intention are 0.663, 0.628, 0.616, 0.574, 0.629 this entire are

also moderately correlated.

The correlation between website design and convenience, time saving security

trust and purchase intention are 0.623, 0.628, 0.668, 0.569, 0.701 this entire are

also moderately correlated.

The correlation between security and convenience, time saving website design

trust and purchase intention are 0.615, 0.616, 0.668, 0.759, 0.663 this entire are

also moderately correlated and trust is high correlated with security.

The correlation between trust and convenience, time saving website design

security and purchase intention are 0.593, 0.574, 0.569, 0.759, 0.628 this entire

are also moderately correlated and security is high correlated with trust.

The correlation between Purchase intention and convenience, time saving

website design security and trust are 0.628, 0.629, 0.701, 0.663, 0.628 this

33
entire are also moderately correlated.

34
4.4 Regression Analysis

H1: There is a relationship between independent variables and purchase

intention through internet.

According to calculated f value = 66.325 which is significant so we accept

hypothesis H1 which means that there is a relationship between independent

variables and purchase intention through internet and by looking the value of R

square i.e. = 0.610 so independent variables explained the dependent variable

with the power of 61 % .

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .781a . .601 2.0474
610 0
a. Predictors: (Constant), Trust, Website Design,
Time Saving, Convenience, Security

ANOVAb

Sum of
Model Squares df Mean Square F Sig.
1 Regression 1390.108 5 278.022 66.32 .000a
5
Residual 888.668 212 4.192
Total 2278.775 217
a. Predictors: (Constant), Trust, Website Design, Time Saving, Convenience,
Security
b. Dependent Variable: Purchase Intention

35
H2: There is a relationship between purchase intention and convenience

while shopping through internet.

The table given below summarizes the result of simple linear regression for

[Link] table shows standardized regression coefficients R, R square and F. for

all the predictors in the regression analysis. From the table we see that f value is

141.006 which is significant so we accept the hypothesis that there is a

relationship between purchase intention and convenience and by value of R

square i.e. 0.395 so convenience explained purchase intention with the power of

39.5 %.

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .628a . .392 2.5264
395 6
a. Predictors: (Constant), Convenience

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 900.046 1 900.04 141.00 .000a
6 6
Residual 1378.730 21
6 6.38
3
Total 2278.775 21
7
a. Predictors: (Constant), Convenience
b. Dependent Variable: Purchase Intention
36
H3: There is a relationship between purchase intention and time saving

while shopping through internet.

The table given below summarizes the result of simple linear regression for

[Link] table shows standardized regression coefficients R, R square and F. for

all the predictors in the regression analysis. From the table we see that f value is

141.270 which is significant so we accept the hypothesis that there is a

relationship between purchase intention and time saving and by value of R

square i.e. 0.395 so convenience explained purchase intention with the power of

39.5 %.

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .629a . .393 2.5255
395 3
a. Predictors: (Constant), Time Saving

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 901.063 1 901.06 141.27 .000a
3 0
Residual 1377.712 21
6 6.37
8
Total 2278.775 21
7
a. Predictors: (Constant), Time Saving

37
b. Dependent Variable: Purchase Intention
.

38
H4: There is a relationship between purchase intention and website design

while shopping through internet.

The table given below summarizes the result of simple linear regression for

[Link] table shows standardized regression coefficients R, R square and F. for

all the predictors in the regression analysis. From the table we see that f value is

208.124 which is significant so we accept the hypothesis that there is a

relationship between purchase intention and website design and by value of R

square i.e. 0.491 so convenience explained purchase intention with the power of

49.1 %.

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .701a . .488 2.3179
491 5
a. Predictors: (Constant), Website Design

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 1118.230 1 1118.230 208.12 .000a
4
Residual 1160.546 216 5.373
Total 2278.775 217
a. Predictors: (Constant), Website Design
b. Dependent Variable: Purchase Intention

39
H5: There is a relationship between purchase intention and security while

shopping through internet.

The table given below summarizes the result of simple linear regression for

[Link] table shows standardized regression coefficients R, R square and F. for

all the predictors in the regression analysis. From the table we see that f value is

169.583. which is significant so we accept the hypothesis that there is a

relationship between purchase intention and website design and by value of R

square i.e. 0.440 so convenience explained purchase intention with the power of

44.0 %.

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .663a . .437 2.4310
440 4
a. Predictors: (Constant), Security

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 1002.227 1 1002.227 169.58 .000a
3
Residual 1276.549 216 5.910
Total 2278.775 217
a. Predictors: (Constant), Security
b. Dependent Variable: Purchase Intention

40
H6: There is a relationship between purchase intention and trust while

shopping through internet.

The table given below summarizes the result of simple linear regression for

[Link] table shows standardized regression coefficients R, R square and F. for

all the predictors in the regression analysis. From the table we see that f value is

[Link] is significant so we accept the hypothesis that there is a

relationship between purchase intention and trust and by value of R square i.e.

0.395 so convenience explained purchase intention with the power of 39.5 %.

Model Summary
Adjusted Std. Error of
Model R R Square R the Estimate
Square
1 .628a . .392 2.5271
395 8
a. Predictors: (Constant), Trust

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 899.265 1 899.265 140.80 .000a
4
Residual 1379.511 216 6.387
Total 2278.775 217
a. Predictors: (Constant), Trust
b. Dependent Variable: Purchase Intention

41
5. CONCLUSION

It is necessary to understand the consumer’s attitude towards online shopping,

so as to make improvements in the factors that influence the customers. If

attention is paid on such factors then marketers will have competitive advantage

over their rivals. The findings revealed that among the five factors selected for

this research the most influencing factors for online shoppers is website design

followed by security, thirdly convenience and trust. Result also concluded that

time saving is important factor for online shoppers. The study also concluded

that demographic factors doesn’t influence attitude of consumer towards online

shopping. From the results it is clear that consumers get attracted by the image

of the website and the features provided by the websites.

Companies should make use of latest technology and should create more

attractive websites. Websites should have proper verified and correct

information about product and services, useless information should be avoided.

Websites should provide ease to compare product and services. Websites should

provide detailed information about order status of the customer and its expected

delivery date and should also provide easy return facility. Online stores should

provide customers a hassle free process by creating a fast website. Moreover the

language used in the website should be easy so everyone can access it.

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5.1 Limitations of the study

Every study has some limitations and so as in our research. One of the

limitations in this study is time limit. Another limitation is that the sample size

is relatively small. To accurately evaluate the consumer’s attitude towards

online shopping a larger sample size is desirable. There are other factors also

which could have influence on consumer’s attitude but were not included in the

study.

5.2 Scope for future study

The analysis and findings of the present study has provided important

implications for online retailers and marketers but also leads to areas of future

researchers to explore

a. Online Communities such as discussion groups and message forums are

common nowadays. Product review forums or a type of section that

provides platform to consumers to post their personal experience about

the product’s performance.

b. Consumer satisfaction, Vendor, disliking of shipping charges and trust on

merchants are the other important factors that have strong influence on

shopping decisions.

43
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