Determinants of online consumer behavior in Indian context An empirical study

Abstract

Consumer behavior is a complex phenomenon and online consumer behavior is far more complex
as it’s nonlinear and dynamic in nature. Consumers are moving rapidly from brick-and-mortar
shops to e-commerce portals and hence it’s imperative to understand their shopping behavior and
accordingly ensure stickiness and repeated visits. The competitive landscape of e-shopping is vast
and each brand in the space is trying to do segmenting, targeting, and positioning in their own
understanding and consumer insights, moreover with technology catching up with ease and
convenience the market size will grow exponentially and hence the study on this subject must be
continuous to understand the ever-evolving consumer behavior. Consumer attraction and retention
is the major attribute for any business and online consumer behavior will be different in different
context and geography. To decode this online consumer behavior the extended theory of online
consumer behavior was studied in Indian context with most of the important variable’s inclusion.
This model was tested for descriptive, inferential and PLS- SEM for model fitness.