A Study on Attributes of Websites with Specific Reference to Online Purchase Intentions of Baby Products in Chennai

Abstract

Baby products, our area of interest, are very sensitive products which are used by tender infants and little kids. Therefore, parents exercise great care while purchasing them and only go for the best, which explains our need to study the online purchase intentions of baby products. Working women with financial resources of their own and coupled with availability of huge information on the internet have empowered them to make informed decisions while purchasing for their babies and kids. Most of the baby products are available online and customers now prefer to buy the products through online shopping websites. But product sales through online particularly relies on the trust of the company and the company website. This article tries to analyze the appearance of the website, features and other related factors of the online shopping portal and their influences on making purchase decisions for baby products among the customers in Chennai. In this regard, data were collected from 174 respondents, through a survey method, by using structured questionnaire and the judgemental sampling method was adopted. Collected data were analysed and results revealed that trust and usability factors were significant. The results also revealed the most important factors for designing a website for achieving more customer satisfaction.