An Economic Analysis of Farm Water Harvesting and its impact on agricultural productivity
Vanishree. K.
E-commerce, Internet, Online buying behavior, Mobile Phone, Young population.
India is regarded as ‘Young India’, which comprises of more youngsters or working age population. Half of its 1.3 billion population is under the age of 25 and one fifth are under the age of 14. Added to this, the mobile penetration rate in India, is very high compared to any other country in the world. This younger generation use internet as a medium of purchase. Increased use of mobile phone and internet has led to unprecedented growth in online shopping. India has witnessed robust growth in e-commerce activities from past two decades. The contact norm between sellers and customers has changed since the extensive adoption of internet. Rapid changes in customer life styles, technological progress, increase in customer income, raising disposable income of the population, education and awareness level, financial development etc have contributed for the growth of e-commerce in India. Therefore, Indian e tailers must assess the different dimensions of risks associated with online shopping and must aim at maximizing both customer satisfaction and profits. The present study identifies the different perceived risk factors in online shopping behavior of Indian youths. Exploratory Factor Analysis revealed eight factors of perceived risk in online buying. This study would help those, who currently offering or aspiring to offer their products and services, through online channel to consumers as it would ensure designing and enforcing an appropriate marketing and electronic tool to overcome their perceived risk in online shopping. This include assuring delivery of ensured goods and services, making available an easy goods return process, minimizing monetary threats and developing a well secured framework of e-commerce technology for online buying.
Article Details
Unique Paper ID: 150956

Publication Volume & Issue: Volume 7, Issue 11

Page(s): 71 - 75
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Last Date 25 September 2021

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