Influence of internet shopping experience and the perceived risk for the Consumers- A conceptual Study
Shobharani GR, Dr. A Shubha
The concept of online marketing has come a long way since it was introduced in mid 1990s. It has evolved from promoting the product on internet primarily to give basic information to the potential consumers about the product, to selling products on internet to mobile marketing. Over a period of time, online shopping has become a preferred mode of shopping over traditional brick and mortar shopping, mainly due to the benefits it offers in terms of convenience, availability of quick information, social influence, affordable internet connectivity, etc. Plethora of research has been done in the past to understand consumer behaviour. These studies reveal that, consumers use internet to buy products on account of two factors, perceived usefulness and perceived ease of use. At the same time, perceived risks they associate with online shopping makes them reluctant to use this medium to do their shopping. In this study, the diverse literature available on consumer behaviour towards online shopping has been explored using interpretative approach, viz., objective, research methodology, sample, respondents and the outcome of the research. It is hoped to build a conceptual frame work for the researchers through a detailed analysis of various empirical studies made on this topic. This paper aims to add value to the literature already available, which hopefully opens new avenues for further research in this area. It is also hoped that it gives an insight to the e-marketers to formulate effective marketing policies.