Emergence of online shopping in India: shopping orientation segments

Abstract

Purpose -This study aims to explore Indian online shopping via the concept of shopping orientations. Design/methodology/approach -Surveys were collected from 536 consumer panel members. Online shopping segments were identified by using a two-step process that clustered respondents in terms of the similarity of their scores across four shopping orientations. Findings -Three segments were identified: value singularity, quality at any price, and reputation/recreation. The quality at any price and reputation/recreation segments were the predominant online shoppers. Although their orientations toward shopping differed, their behaviour, web site attribute ratings, and demographics were very similar except for occupation (managerial versus clerical, respectively). The finding that the value singularity segment is not the pioneer online shopper in India contrasts with the early online shoppers in the USA, who were often motivated by price.Research limitations/implications -This is the first empirical study to use shopping orientation research in the Indian marketplace. It is also among the first to link shopping orientations with a wide complement of correlates. Research should continue to track the development of this emerging market. Practical implications -Besides revealing that the orientations of Indian consumers are not price-based, the relatively unfractionated factor analysis solutions for shopping orientations and web site dimensionality suggest that, in the emerging Indian economy, consumer conceptualizations of shopping have not yet undergone full elaboration. Thus, this cross-sectional study could be extended with longitudinal research to reveal how Indian consumers' perceptions of the marketplace change with market development and growing consumer sophistication. Originality/value -Although online shopping in India is on the verge of rapid growth, relatively little is known about most aspects of Indian consumer behaviour. This study begins to build a foundation of knowledge of Indian online shopping.

E-lifestyles of Indian online shoppers: A scale validation

“…Similar factors were found for online users in United States (Swinyard and Smith, 2003) and also for China by Ye et al (2011). However, there is dearth of such studies in the Indian context (Gehrt et al, 2012). Hence, the objectives of this study are twofold:…”

“…They also found that touch and feel as well as financial risk is an important factor underlying the customer's reluctance to buy expensive products online and product expensiveness was inversely related to future purchase intentions. Gehrt et al (2012) found very few shopping orientations of Indian shoppers as compared to other countries, namely, value orientation, quality with convenience orientation, recreation orientation and reputation with convenience orientation. They therefore strongly argued for the need to do further research to reveal Indian consumers' perceptions of the marketplace.…”

“…They also found that Indian shopping lifestyles or orientations did not have consistency of theme with other more developed economies. Thus, given the inconspicuous dearth of studies about Indian e-lifestyles as well as some differences as compared to other countries (Gehrt et al, 2012), this study aims to understand the Indian shopper e-lifestyles and develop and validate a scale for the same.…”

Understanding Relation of Website Functionality with Behavioural Intention in Online Shopping Context

“…Measurement model analysis indicated that navigation characteristics of websites followed by website design and security and privacy are the significant dimensions of website functionality. Gehrt et al, 2012). This indicates security and privacy protection is an important driver influencing online purchase.…”

The effect of shopping platform and product type on antecedents of online consumer behaviour – A proposed framework

“…The results also indicated perceived credibility risk defined by security risk and privacy risk to be significantly negatively related to behavioural intention demonstrating that these concerns are important in deterring customers from using mobile commerce. Gehrt et al (2012) explored the Indian online shopping orientations based on sample of 538 consumer panel members. Three shopping orientation segments were identified: value singularity, quality at any price, and reputation/recreation.…”