Title: Study of variables specific to online retail websites that impact purchase decision of consumers in central India

Authors: Shravan Jasraj Chandak; Amir Hafizullah Khan; Pritam Ramkrishna Bhadade

Addresses: Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Katol Road, Nagpur, Maharashtra 440013, India

Abstract: A lot of research has been done for understanding consumer buying behaviour in the online retail environment. However, most of the studies done till date are in general, related to purchase from online retail environment. Very less amount of work is done in relation to purchase done from a particular website among various options available to customer. Present study has identified various variables that could impact purchase from a particular website. A questionnaire was designed capturing responses of 561 respondents for these variables. Twenty-four identified variables are reduced to five factors using exploratory factor analysis. The study identifies factors that on which online retailers (websites) should focus on better conversion of website visitors to online customers. The factors that were found to be relevant are goodwill of the website, website design, support system of the website (online retailer), privacy and security of website and logistics parameters.

Keywords: website-related variables; online consumer buying behaviour; e-retail; India.

DOI: 10.1504/IJPSPM.2022.119831

International Journal of Public Sector Performance Management, 2022 Vol.9 No.1/2, pp.120 - 128

Received: 02 Mar 2019
Accepted: 13 Jan 2020
Published online: 22 Dec 2021 *

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