Factors influencing smartphone based online shopping: an empirical study of young Women shoppers

Abstract

PurposeThe study examines how young working women are motivated by online shopping. The study tests the relationship between Internet self-efficacy (ISE), website aesthetics, and purchase intention through perceived benefit. An investigation of the impact of perceived risk on purchase intention is also carried out.Design/methodology/approachThe paper carried out a quantitative study based on a purposive sample of 180 working women from the Delhi-NCR region of India and used Structural Equation Modelling (SEM) to test hypotheses based on the extended TAM model.FindingsPerceived benefit, website aesthetics, and ISE positively and significantly impact working women's purchase intention. The study also finds an indirect relationship between ISE and purchase intention through perceived benefit. Perceived risk has a negative and insignificant influence on working women's purchase intention for online shopping.Practical implicationsThe study finding reflects that perceived website aesthetics fill the gap between offline and online environments. ISE makes shopping easy and increases the shopper's confidence. A mobile-optimized website with ease of navigation would increase women shoppers' conversion rates on mobile devices, leading to a favourable impact on revenue generation for online retailers.Originality/valueDespite the vast literature on constructs derived from the TAM model, very few studies have researched young women consumers from an emerging economy perspective. The novelty of this research lies in identifying the factors that influence young working women's online shopping intention using smartphone through the glance of ISE and perceived aesthetics in the Indian context.

Shopping with perceived benefits of sustainable consumption in online resale platforms

“…Despite the increasing relevance of perceived benefits and technology adoption in the resale business, there is a lack of exploratory research investigating the effects of multidimensional perceived benefits of resale websites on customers' attitudes and purchase intentions. Several recent studies have addressed the important role of perceived benefits in online shopping (Chen et al, 2015;Liu et al, 2018;Shukla et al, 2021). These studies, however, measure only unidimensional perceived benefits and do not differentiate between product conditions (e.g.…”

Faktor Yang Memengaruhi Purchase Intention Konsumen Indonesia Saat Belanja Online

“…Menurut (Shankar & Jain, 2021), PA yang lebih baik dari suatu situs belanja online membuat manfaat yang dirasakan pengguna lebih tinggi. Hasil penelitian (Shukla et al, 2022) juga menunjukkan bahwa PA dari situs web online memengaruhi perceived benefit (PB).…”

“…Perceived benefit (PB) dapat diartikan sebagai persepsi positif dari keterlibatan dalam aktivitas tertentu (Alves & Wagner Mainardes, 2017). Shukla et al (2022) menambahkan bahwa perceived benefit juga mencerminkan persepsi individu dalam mencari kepuasan dari kegiatan yang mereka lakukan. PB dapat didefinisikan dalam beberapa hal diantaranya kemudahan dalam penggunaan (X.…”

“…Sehingga dapat disimpulkan bahwa ISE tidak terbukti berpengaruh signifikan terhadap PI. Hal tersebut berbeda dengan hasil penelitian sebelumnya (Thakur, 2018;Keegan et al, 2021;Shukla et al, 2022) Alves, H., & Wagner Mainardes, E. (2017). Self-efficacy, trust, and perceived benefits in the co-creation of value by consumers.…”

“…Purchase intentions terhadap belanja online ini kemungkinan akan tetap menjadi perilaku jangka panjang. Terdapat beberapa faktor yang telah diuji pada penelitian sebelumnya yang berdampak terhadap purchase intentions dalam berbelanja online di India yaitu internet self-efficacy, perceived aesthetics dan perceived benefit (Shukla et al, 2022). Menurut Santo & Marques (2022) purchase intentions dari belanja online di Portugal juga dipengaruhi oleh hedonic motivations of adventure.…”