A Study of Adoption Behavior for Online Shopping: An ...

ISSN: 2347-7474 International Journal Advances in Social Science and Humanities

Available online at: www.ijassh.com

RESEARCH ARTICLE

Singh Preeti et. al. |July 2016 | Vol.4 | Issue 07 |11-22 11

A Study of Adoption Behavior for Online Shopping: An Extension

of Tam Model

Keswani Sarika1, Singh Preeti1*, Singh Shilpy, Sharma Sukanya1

1School of Business, ITM University, Gwalior.India.

2Amity Business School, Amity University, Gwalior, India.

*Corresponding Author: Email: [email protected]

Abstract

With the increase in the level of income of people have become more inclined towards technology.

Technology has greatly influenced the way we live and do things. There has been a great shift from the

slow paced life to a fast paced one with people striving to do and get things done in lesser time, which is

only possible with the use of technological advancements. Though technology has immensely developed

over the past years, but the fact remains that people still take time in adopting the technology. It is a big

challenge for the business houses and marketing people to cope with the challenge of lack of

technological acceptance. The paper summarizes online shopping behavior in a systematic way. A

number of researches have dealt with online shopping, but purpose of this study is to analyze the

intention to use online shopping and customer satisfaction with the extension of TAM model and other

variables. The paper entails the study of the effect of selected variables: Perceived usefulness, Perceived

Ease of Use used in the TAM model along with Trust, Perceived Enjoyment with the mediation effect of

attitude that influences intention to use online shopping and customer satisfaction. The results supports

the review of literature and states that there is significant relationship between the selected variables

and attitude towards intention to shop online and customer satisfaction.

Keywords: Perceived Ease of Use, Perceived Enjoyment, Perceived Usefulness, TAM model.

Introduction

Increasing trend of e-commerce, has led to

greater shift towards online shopping,

people are switching more towards various

online stores to satisfy their needs. There is

huge inflow of online sales and daily deals in

various e-commerce sites which are inducing

consumers to go online for their shopping

needs especially in retail sector it has been

seen that response to online shopping is

increasing at a fast pace.

The companies are providing innovative

service options to customers, which is not

possible without adequate technology. India

is also witnessing an increase in the number

of internet users which is also paving way

for e-commerce sites. In order to attract

more and more customers, E-commerce sites

keep complete check on customer searches to

understand their choices, preferences and

likes and presenting them later when they

again go for online shopping. It also helps

them to customize their preferences and

develop products and services according to

the choices of customers.

"The rise of such digital activities and

resulting data is the stimulating factor for

formulating e-commerce strategies, thus

affecting the business model and driving

growth for e-commerce players in the Indian

market," said Divyan Gupta, founder and

CEO, Artanddecors.com

He further added, "2015 is going to witness

an acceleration in the shift towards inbound

techniques rather than outbound. The e-

commerce industry and online shopping



trends in India are set to witness greater

heights in the coming years, not just owing

to the increasing internet population, but

also due to the changing dynamics of the

supporting ecosystem."

As per an article in business standard

magazine, the increasing internet usage and

reach and rising trend of online shopping

will drive the e-Commerce market in India

to USD 15 billion by 2016 with a huge 100

million people going online to shop as per

Google. As per the report, about 35 million

people are now buying everything from

garments to electronics to cosmetics and

furniture etc. from online stores.

As per the trends, men are the primary

drivers of e-commerce as men are more

interested in new technology adaptation and

they are more fascinated by the same.

Growing trend of mobile apps for online

shopping is catching attention of consumers

as its more convenient.

As per a statement by Google India

Managing Director Rajan Anandan, "The

online shopper base will grow 3X by 2016

and over 50 million new buyers will come

from tier I and II cities," India's etailing

market is at an inflection point and will see

rapid growth to become a USD 15 billion

market by 2016, he added. According to

analysts, the e-commerce market in India is

currently estimated to be worth about USD

three billion.

In this paper, TAM (Technology Acceptance

Model) is studied in order to better study the

behavior of online shoppers. Some new

variables have been added to the traditional

TAM to understand various patterns of e-

shopping behaviors.

Research Objectives

To know the impact of Trust on Perceived

Usefulness.

To know the impact Perceived Trust on

Perceived Ease of Use.

To know the impact of Perceived Ease of

Use on Perceived Usefulness.

To know the impact of Perceived

Usefulness on Attitude towards online

shopping.

To know the impact of Perceived Ease of

Use on Attitude

To know the impact of Attitude on

Intention to Use

To know the impact of Perceived

Enjoyment on Intention to Use online

shopping

To know the impact of Intention to Use on

Customer Satisfaction.

Literature Review

The TAM model which was introduced by Davis

in 1986, has been the widely used model in

researches for describing and predicting the

behavior of the users in terms of Technology

usage. The TAM model [1,2] has been used as the

conceptual Framework for the study.

The TAM has originated on the basis of the

theory of reasoned action (TRA). Theory of

Reasoned Action states that the salient beliefs

about the attitudes towards a particular type of

behaviour can be seen every time the behavior

which is being studied is exhibited.

The TAM states that decision of the users in

terms of accepting a new technology is based on

two assessments related to the expected

outcomes: (i) perceived usefulness (PU), it is

defined as the user’s expectation that the use of a

new information technology could result in

improvement in the job performance (ii)

perceived ease of use (PEOU), it is defined as the

extent to which the user believes that the use of

a particular information technology system

would be effortless [1,3].

According to a number of researches in the past

decades the two constructs: PEOU and PU have

been considered as vital in determining the

acceptance of individuals and the use of

information technology (IT). Various researches

on Information system (IS) researchers have

investigated and have also proved two factors i.e.

perceived usefulness and perceived ease of use

are valid in predicting the acceptance of users for

the information technologies.

Technology Acceptance Model

(TAM)

In this paper, the Technology Acceptance

Model (TAM) [1] has been extended in order

to understand the other variables which

affect online shopping behavior.

http://www.business-standard.com/search?type=news&q=India



TAM, [1] has been widely used as a tool of

measuring online shopping behavior by

many researchers, [4,5]. Though most of the

studies extended TAM to an adapted

(simplified and/or expanded)conceptual

framework.

Technology Acceptance Model (TAM)

We have extended the Technology

Acceptance Model by using two more

variables, Perceived Enjoyment (PE) and

Trust as the external variable which affects

online shopping behavior.

Perceived Trust

Trust plays a great role in e-commerce.

Increase or decrease in the level of trust

directly and significantly affects online

shopping. There have been various studies

that discuss the relations between the

classical model of TAM and trust. Also there

have been a large number of studies to find

out the connection between perceived trust

(PT) and TAM structures [6]. A number of

studies have found out that there exists a

positive relation between trust, PU and PEU

[3,7,8]. E-shopping web sites that are doing

well and their marketing activities are the

channels that are used to ensure a low level

of consumer perception of risk and a high

level of trust. Other stated that Perceived

ease of use increases with the increase in

trust in e-commerce.

H1: Trust has significant impact on

Perceive Usefulness


Perceived Ease of Use

Perceived Ease of use

It has been defined as “the degree to which a

user would find the use of a particular

technology to be free from effort on their

part” Davis et.al [1]. The relationship

between the perceived ease of use and

perceived usefulness have been discovered

by a number of studies Teo [9] and seif et. al

[10] also found direct relationship between

perceived usefulness and attitude towards

use of technology . In an extension of the

model, other found that the impact of PEOU

on PU is statistically significant.

H3: Perceived Ease of Use has

significant impact on Perceived

usefulness

Perceived ease of use is the individual’s

perception that the adoption of a technology

or system does not require any cost or effort.

Perceived ease of use is defined as “the extent

to which a person believes that using the

system will be free of effort” [11]. In 1974

TRA by Fishbein & Ajzen [12] and TAM in

1989 Davis [1] explained about the

acceptance or rejection of a new technology.

Other researches on the same model has also

found a significant correlation between ease

of use and usability [13], Shim, and

Warrington [14]. By using scales of Davis [1]

and Gefen et al. [6], we measured if the ease

of use affects attitude towards online

shopping.

H4a: Perceived Ease of Use has

significant impact on Attitude

toward intention to shop online

Perceived usefulness

Perceived usefulness refers to the perception

of an individual that the usage of a new



system will lead to improvement in their

work performance.

Online shopping is a quite efficient tool for

searching products and services, although it

is typically a (Self Service Technology). In his

study Davis [1] stated about the importance

of perceived usefulness: Users adopt an

application mainly because of the functions

that application or technology performs for

them and also on the basis of the ease or

difficulty which they experience in making

using of the application. If an individual

perceives that usefulness being associated

with the use of the internet is greater than

the effort required to use internet then he/she

will prefer to use internet for shopping. We

have used the scales of Davis [1] and Gefen et

al. [6], in order to measure how much online

shopping proved to be useful for its existing

as well as prospective users.

H4b: Perceived Usefulness has

significant impact on Attitude

towards intention to shop online

Attitude

As per the transactional definition of TRA,

the attitudes of an individual towards a

particular behavior are determined by the

individual beliefs and evaluations about the

results of exhibiting that particular

behaviour [15].

The TRA explains the relationship that

exists between attitudes and behaviors. It is

commonly used to in predicting on how

people behave based of their pre-Attitudes

and are defined as the individual’s overall

evaluation of performing a particular

behaviour. As per the Theory of Planned

Behaviour (TPB), behavioural intentions of

users are affected by their individual

attitudes, which in turn influences the

actual behavior of an individual.

Individuals are more likely to have stronger

intentions towards e-shopping and they are

more likely to use it if their attitude is

positive towards online shopping. According

to various studies of e-commerce, the actual

participation of consumers in online

transaction is significantly predicted by

their intention to engage in e-transactions

[8].

H5:- Attitude has significant impact

on intention to shop online

Perceived enjoyment

Perceived enjoyment refers to the perception

of the individual that the adoption of a new

system or technology will make him/her

have pleasure. If the use of a technology or

system excites a person, it will motivate

him/her to make use of that technology.

Perceived Enjoyment leads to making the

web sites more attractive which directly

affects the users’ intention. Lee et al. [16],

have found that enjoyment has a positive

correlation with customer satisfaction and

online shopping behavior.

Perceived Hsu and Lu, [17] showed in their

research that enjoyment affects online

shopping. It is stated by Thong et al. [18] that

there is significant impact of enjoyment on

online shopping. Triandis, [19] has found in

his study that the feelings of pleasure, delight,

and joy have encouraging effect on online

shopping. In comparison to offline shopping

the online shopping can be enjoyable equally

and it also enjoys certain advantages over

offline shopping. Measuring the same using

scales of Moon and Kim, [20] we have the

following hypothesis.

H6: Perceived Enjoyment has

significant impact on Intention to

Use online shopping

Intention to Shop Online

It is observed through various studies that

people who find online shopping easy, useful

and enjoyable are likely to adopt online

shopping. TAM is used to understand the

variables that have effect on online

shopping. The variables that affect online

shopping are perceived usefulness, perceived

ease of use and perceived enjoyment and

excitement. If the behavioral intention of the

individual is stronger he/she is more likely

to perform the behavior.

Various studies have adopted different

scales so as to measure the intention of

users for e-shopping or online shopping: two-

point scale and multi-point qualitative

scales. The early studies used short and long

term intentions [21-25]. Using a seven point



scale [20], following research model derived

on the basis of above discussion for further

research.

H7: There is significant impact of Intention

to Use online shopping on Customer

Satisfaction

Research Methodology

Hypotheses


Perceived usefulness.


Perceived Ease of use.

Research Model

H3: Perceived ease of use has significant

impact on Perceived usefulness.

H4a: Perceived usefulness has significant impact

on attitude towards intention to shop online.

H4b: Perceived ease of use has significant impact

on attitude toward intention to shop online

H5: Attitude has significant impact on intention

to shop online.

H6:- Perceived Enjoyment has significant impact

on intention to shop online.

H7: Intention to shop online has significant

impact on customer satisfaction.

Type of Study

‘A study of adoption behaviour for online

shopping: An extension of TAM Model.’ The

study is empirical in nature.

Sampling and Data Collection

The study was done only in India.

Convenient Sampling method was used to

collect the data. There were 250

questionnaires which were distributed to

online shopping user 207 questionnaires

were returned, with a response rate of

82.8%.

Measures

Section A of the questionnaire contains the

respondent’s demographic information

(gender and age) whereby, Section B

contains the variables: Trust, Perceived

Ease of Use, Perceived Usefulness, Perceived

Enjoyment, Attitude, Intention to Use,

Customer Satisfaction.

In Table 1 it summarizes the origin source of

measurement for this study, where it was

adopted from and the number of items

constructed for the purpose of this research.

Table1: The origin source of measurement Constructs Adopted From No. of Items

Trust Pikkarainen et. al (2004), Tan and Te ), 5

Perceived Ease of Use Davis [1], 6

Perceived Usefulness Davis [1], Tan and Teo [27], Shih and Fang [26], 5

Attitude Moon and Kim, [20] 4

Perceived Enjoyment Moon and Kim [20] 3

Intention to Use Davis [1], Moon and Kim [20] Tan and Teo [27] 3

Customer Satisfaction Oliver and Swan, [28] and Mckinney et al,[29] 6



Data Analysis and Interpretation

Reliability Test

S.No Constructs Cronbach's Alpha Number of Items

1 Trust .733 5

2 Perceived Ease of Use .917 6

3 Perceived Usefulness .901 5

4 Attitude .733 4

5 Perceived Enjoyment .922 3

6 Intention to use .930 3

7 Customer Satisfaction .910 6

Five items were chosen to test the reliability

of Perceived Usefulness and the Cronbach’s

Alpha is 0.901 and respectively for Perceived

Ease of Use six items were chosen and the

Cronbach’s alpha is .917 and for Trust five

items were chosen and the Cronbach’s Alpha

is 0.733, attitude has four items and

Cronbach’s Alpha is 0.922 and perceived

enjoyment has three items and Cronbach’s

Alpha is 0.930 and Intention to shop has

three items and Cronbach’s Alpha is 0.930

and finally Cronbach’s Alpha for customers

satisfaction with 6 items is 0.910. The

internal reliabilities of all the seven

measures were above 0.7, meeting the

minimum threshold which indicated that all

the items in each measure were internally

consistent and are considered acceptable and

reliable. As a result, we conclude that all the

constructs are reliable.

Regression test


Perceived usefulness.

Regression

Model Summary Model R Square Adjusted R Square Std. Error of the Estimate

1 .296a .087 .083 .79632

a. Predictors: (Constant), TRUST_MEAN

ANOVAa Model Sum of Squares Df Mean Square F Sig.

1

Regression 12.458 1 12.458 19.646 .000b

Residual 129.995 205 .634

Total 142.454 206

a. Dependent Variable: Perceived Usefulness

b. Predictors: (Constant), Trust

Coefficients a

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.256 .200 6.268 .000

TRUST .316 .071 .296 4.432 .000

a. Dependent Variable: Perceived Usefulness

Interpretation

Trust has significant impact on Perceived

usefulness, b = .316, t(206) = 4.432, p <

0.05,.001. Trust also explained a significant

proportion of variance for Perceived

usefulness 29%, R2 = .29, F(1,205) =

19.646, p <0.05, .000.


Perceived Ease of use.

Regression Model R R Square Adjusted R Square Std. Error of the Estimate

1 .364a .133 .128 .86120

a. Predictors: (Constant), Trust



ANOVAa

Model Sum of Squares Df Mean

Square

F Sig.

1

Regression 23.225 1 23.225 31.315 .000b

Residual 152.041 205 .742

Total 175.266 206

a. Dependent Variable: Perceived Ease of Use

b. Predictors: (Constant), Trust

Coefficientsa

Model Unstandardized Coefficients Standardized Coefficients t Sig.

B Std. Error Beta

1 (Constant) 1.130 .217 5.212 .000

TRUST .432 .077 .364 5.596 .000

a. Dependent Variable: Perceived Ease of Use

Interpretation

Trust has significant impact on Perceived

ease of use, b = .432, t(206) = 5.596, p <

0.05,.000. Trust also explained a significant

proportion of variance for Perceived Ease of

Use 36%, R2 = .364, F(1,205) =

23.225, p <0.05, .000.The hypothesis has

been accepted in this study.

H3: Perceived ease of use has

significant impact on Perceived

usefulness.

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .810a .655 .654 .48938

a. Predictors: (Constant), Perceived ease of use

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1

Regression 93.358 1 93.358 389.819 .000b

Residual 49.096 205 .239

Total 142.454 206

a. Dependent Variable: Perceived usefulness

b. Predictors: (Constant), Perceived ease of use

Coefficientsa


B Std. Error Beta

1 (Constant) .435 .091 4.756 .000

Perceived ease of use .730 .037 .810 19.744 .000

a. Dependent Variable: Perceived usefulness

Interpretation

Perceived Ease of Use has significant impact

on Perceived Usefulness, b =.730, t(206) =

19.744, p <0.05, .000. Perceived Ease of Use

also explained a significant proportion of

variance for Perceived Usefulness 81%, R2 =

.810, F(1,205) = 93.358, p < 0.05,.000.The

hypothesis has been accepted in this study.

H4a: Perceived usefulness has significant

impact on attitude towards intention to

shop online

H4b: Perceived ease of use has significant

impact on attitude toward intention to shop

online

Regression

Model Summary


1 .685a .469 .463 .87957

a. Predictors: (Constant), Perceived Usefulness , Perceived Ease of Use

ANOVAa



Model Sum of Squares Df Mean Square F Sig.

1

Regression 138.478 2 69.239 89.497 .000b

Residual 157.050 203 .774

Total 295.528 205

a. Dependent Variable: Attitude

b. Predictors: (Constant), Perceived Usefulness , Perceived Ease of Use

Coefficients


B Std. Error Beta

1

(Constant) .356 .174 2.047 .042

Perceived Usefulness .602 .126 .414 4.766 .000

Perceived Ease of Use .397 .113 .305 3.507 .001

a. Dependent Variable: Attitude

Interpretation

Multiple regression analysis was used to test

perceived usefulness and perceived ease of use

significantly predicted attitude towards intention

to shop online. The results of the regression

indicated the two predictors explained 68% of the

variance (R2 =.68, F(1,205)=89.497, p<0.05,

.000).

H5: Attitude has significant impact on

intention to shop online.

Regression

Model Summary


1 .801a .641 .639 .52256

a. Predictors: (Constant), Attitude

ANOVAa Model Sum of Squares Df Mean Square F Sig.

1

Regression 99.550 1 99.550 364.553 .000b

Residual 55.707 204 .273

Total 155.257 205

a. Dependent Variable: Intention to shop online

b. Predictors: (Constant), Attitude

c.

Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig.

B Std. Error Beta

1 (Constant) .659 .085 7.747 .000

AT_MEAN .580 .030 .801 19.093 .000


Interpretation

Attitude has significant impact on Intention

to shop online, b = .580, t(206) =

19.093, p <0.05,.000. Attitude also explained

a significant proportion of variance for

Intention to shop online 80% , R2 =

.801, F(1,205) = 354.553, p <0.05,.000.

H6:- Perceived Enjoyment has significant

impact on intention to shop online.

Model Summary


1 .491a .241 .237 .76005

a. Predictors: (Constant), Perceived Enjoyment



ANOVAa


1

Regression 37.410 1 37.410 64.759 .000b

Residual 117.847 204 .578

Total 155.257 205


b. Predictors: (Constant), Perceived Enjoyment

Coefficientsa


B Std. Error Beta

1 (Constant) -.374 .315 -1.185 .238

Perceived Enjoyment .722 .090 .491 8.047 .000


Interpretation

Perceived Enjoyment has significant impact

on Intention to shop online, b = .722, t(206) =

8.047, p <0.05,.000. Perceived Enjoyment

also explained a significant proportion of

variance for Intention to shop online 49%

, R2 = .491, F(1,205) = 64.759, p <0.05,.000.

H7: Intention to shop online has significant

impact on customer satisfaction

Model Summary


1 .506a .256 .253 .68745

a. Predictors: (Constant), Intention to shop online

ANOVAa


1

Regression 33.231 1 33.231 70.318 .000b

Residual 96.407 204 .473

Total 129.638 205

a. Dependent Variable: Customer satisfaction

b. Predictors: (Constant), Intention to shop online

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

t Sig.

B Std. Error Beta

1

(Constant) 2.094 .127 16.514 .000

Intention to shop

online .463 .055 .506 8.386 .000

a. Dependent Variable: Customer satisfaction

Interpretation

Intention to shop online has significant impact on Customer satisfaction , b = .463, t(206) = 8. 386, p <0.05,.000. Intention to shop

online also explained a significant proportion of variance for Customer satisfaction 50% , R2 = .506, F(1,205) = 70.318, p <0.05,.000.

Summary of the Hypotheses Test

S/N HYPOTHESES STATUS

H1 Trust has significant impact on Perceived usefulness. ACCEPTED

H2

Trust has significant impact on Perceived Ease of use. ACCEPTED

H3

Perceived ease of use has significant impact on Perceived usefulness. ACCEPTED

H4a Perceived usefulness has significant impact on attitude towards intention to shop online.

ACCEPTED

H4b Perceived ease of use has significant impact on attitude toward intention to shop online ACCEPTED

H5

Attitude has significant impact on intention to shop online. ACCEPTED

H6 Perceived Enjoyment has significant impact on intention to shop online ACCEPTED

H7

Intention to shop online has significant impact on customer satisfaction.

ACCEPTED



Findings of the Study

Trust has significant impact on perceived

usefulness and perceived ease of use so

companies should focus on trust because if

trust increases that can increase perceived

usefulness and ease of use so that

customer may get more interest in buying

online.

Perceived ease of use has significant

impact on Perceived usefulness that

shows if companies design user friendly

websites then customer found it more

useful, and it will enhance the intention to

buy online.

Perceived usefulness and ease of use will

result in significant attitude building that

will help to increase online shopping. It

also show the strong relationship between

Enjoyment has significant impact on

intention to shop online because when

customers enjoy online shopping then they

shop more. So online shopping should be

made more enjoyable.

Customer attitude has significant impact

on intention to shop online, more positive

attitude more intention to shop online.

When customers have intention to shop

online because they trust and enjoy it

leads to intention to shop online that will

increase customer satisfaction.

Perceived Ease of Use also explained a

significant proportion of variance for

Perceived Usefulness 81%, Attitude also

explained a significant proportion of

variance for Intention to shop online

80%,that shows the strong relationship

among them.

Limitations and scope for Further

Research

This study is done as an extension of the

TAM Model by adding a two more variables.

Future researches may include other such

variables that have impact on online

shopping behavior. The study contains

sample population of only Gwalior region

which can extended further by including

other regions so as to analyze the e-shopping

behavior of the people of other regions as

well especially the metropolitan cities where

people generally have fast paces life and

prefer doing things that cost them less of

their time. We have used regression analysis

to find out the effect of independent

variables on online shopping behavior,

future researchers may use other statistical

tools such as factor analysis in order to

group the variables and analyze its effect.

Suggestions & Recommendations

As the literature suggests and there is

positive impact of various independent

variables such as perceived: ease of use,

usefulness, enjoyment, trust; on dependent

variables attitude, intention to use and

customer satisfaction. The result of the

present study also proves that there is

positive and significant impact of the

variables. It could be inferred from the study

that it is important for the e-commerce

website to enhance the ease of use by

making online shopping experience easy and

accessible for the customers and remove the

unnecessary actions that will lead to making

online shopping an effortless experience.

Also the websites need to make the online

shopping experience more and more exciting

and enjoyable so that the customers prefer

online shopping rather than the traditional

shopping methods. It has been found

through the literature that people trust the

traditional shopping methods due to the

relations they build with the sellers and also

because of the perceptions of low risk while

using traditional shopping. E-commerce

sites need to address the issue by taking

concrete steps in order to make e-shopping

trust worthy and make the experience more

personalized. The results necessitate the

need of removing the risks related to wrong

or delayed delivery of items & transaction

hitches so as to develop the trust of users

towards online shopping.

Conclusion

In the fast moving world of 21st century

every person wants to do everything at a fast

pace. In order to grow and increase the

customer base it is very important for the e-

commerce players to understand the

motivations behind the online shopping

adoption behavior of the customers so as

enrich the shopping experience and optimize

the website. There are various factors that

have positive impact on online shopping

behavior and also there are factors that stop



people from adopting online shopping.

Consumers want to have enjoyable shopping

experience, effortless and easy shopping,

risk free transactions and overall a positive

and fast shopping experience. Due to the

lack of trust and high risk perception in

online shopping, the customers decide for

non adoption of e-shopping behavior. The

results of the study indicate the steps to be

taken in order to induce more and more

people to use online shopping.

On the basis of the results of this study,

ecommerce players may devise appropriate

marketing strategies to gain the willingness

of customers to shop online. The model that

has been tested in this study, provides a

clear picture of the important factors that

are important while considering about

online shopping. There is a rapid

development in online shopping behavior in

recent years. Along with the other factors it

is important to have attractive online store

features to meet the expectations of the

customers. More and more customers are

now a days’ turning towards the virtual

world to satisfy their needs and thus online

shopping has prospects to grow in future.

Customers’ adoption or rejection for the

virtual world services largely depend on the

quality of services being provided by the e-

commerce service providers. E-stores need to

build up strategic plans that will lead to

increase in positive behavior and remove

negative attitude of customers.

The results of the study have found

interesting results that have clear and

proper implications for the ecommerce

diffusion and development of appropriate

sales and promotion activities. It is found

through the study that in order to have more

and more numbers of customers adopt online

shopping, it is important for the ecommerce

websites to devise strategies and services

that attract more and more customers and

understand the virtual world [30-56].

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