Factors Influencing Consumer Online Purchase Decisions: The Role of E-Commerce Website Attributes
Keywords:
Consumer behavior, Exploratory Factor analysis, E-commerce, Website attributesAbstract
Consumer behaviour is a broad and appealing area of the study. Understanding the behaviour of online consumer can help e-retailers in their efforts to sell products. Nowadays, online shopping has become more popular than traditional in-store shopping. As the number of websites increases, it also becomes difficult task for the consumers to identify the best site which satisfy their need in the best way. In this study researchers analyze various factors influencing online shopping behavior of consumers in Delhi NCR. From thorough review of previous work done in the area of consumer behavior around 19 variables were identified which were further analysed using exploratory factor analyses. The results of factor analysis indicated that Website Quality, System Quality, Product and Pricing Policy and Service Quality and Trust Factor positive and significant influenced on the purchase decision of consumers.
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