Suhu Dissertation

FINAL DISSERTATION

TITLE

“A STUDY ON THE FACTORS THAT AFFECT ATTITUDE TOWARD A

RETAIL WEB SITE”

OBJECTIVES

To study the factors that affect attitude toward a retail website.

SIGNIFICANCE

Research study is conducted with an objective to understand which factors influence a customer to do online shopping. A structured questionnaire was developed to collect the required primary data from the consumers. Collected data was analyzed, correlation was determined using regression and analyzed using SEM with the help of Warp PLS.

VARIABLES

Independent Variables- Web characteristics, Ease of use, Product information, Entertainment, Trust, Customer support, Currency

Moderating Variables: Product involvement

Dependent Variables: Consumer attitude toward a retail website.

RESEARCH MODEL

Ease of use

Ease of use is the short way of stating the goal of usability testing. When a typical visitor (that is, someone who is not particularly gifted at using the Internet) can come to your site and find all of the necessary features quickly and without undue effort, your site has good ease of use.

Product Information

The product information is to be regarded as a document which contains information sufficient to ensure safe and effective use of the drug under nearly all circumstances. It is to present a scientific, objective account of the drug's usefulness and limitations as shown by the data supporting the application. It is to be devoid of promotional material.

Customer support

Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product.

Trust

Trust can serve as a mechanism for reducing uncertainty or mitigating the sources of uncertainty.

Entertainment:

Entertainment involves all web site elements that promote enjoyment while using a site. These include sensory and hedonic stimuli, like color, music , action and interactivity.

Product involvement:

The level of a consumer's interest in purchasing a certain product type and how committed they are to purchasing a given brand. Product involvement by consumers tends to be greater for goods that have a higher cost and are bought after considerable research and thought such as cars and computers.

Customer Attitude:

A predisposition or a tendency to respond positively or negatively towards a certain idea, object, person, or situation. Attitude influence an individual’s choice of action, and responses to challenges, incentives, and rewards (together called stimuli).

HYPOTHESIS Hypothesis

H1: Favourable consumer attitude towards a retail website is strengthened by website characteristics.

H2: Product involvement moderates the impact of consumer’s favourable attitude towards a retail website via the website factors.

RESEARCH METHODOLOGY

Research Design:

Nature of Study: Descriptive

Sample Size: 200

Sampling Technique: Convenience Sampling

Tools Used for Data Collection: Survey method using questionnaire

ANALYSIS

Multiple Regression Analysis

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig.B Std. Error Beta

1 (Constant) 2.904 1.204   2.412 .017

Ease Of Use .268 .139 .109 1.929 .055

Product Information .560 .126 .304 4.438 .000

Entertainment .089 .068 .077 1.309 .192

Trust .364 .111 .222 3.282 .001

Customer Support .365 .145 .184 2.513 .013

Currency .121 .125 .067 .968 .334

a. Dependent Variable: Website Attitude

Interpretation

Web site attitude= 2.904+.268*ease of use +.560*product information+.089*entertainment+.364*rust+.365*customer support+.121*currency.

Since the p value is more than 0.05 for entertainment and currency are no significant.

PLS MODEL

P VALUE

The p value below 0.05 can be accepted as significant relationship among the 6 characteristics of web based on this model , product involvement * information, pr. Involvement* trust are significant.

  Pr.ease

of use

Pr.pro

info

Pr. Ent Pr.trust Pr.cus

sup

Pr.curre

ncy

TI 0.162 <0.001 0.276 <0.001 0.169 0.127

Path coefficient

The table shows the path coefficient values for the variables.  Pr.

Ease of

use

Pr.pro

info

Pr. Ent Pr.trust Pr.cus

sup

Pr.curre

ncy

TI -0.079 0.328 -0.047 0.340 -0.076 0.091

The a β values shows that pr.ease of use.pr. Entertainment, pr. Customer support are negatively correlated while pr.pro. info , pr.trust , pr.currency is positively correlated to product involvement.R squared coefficientThe higher the r squared coefficient the better is the explanatory power of the predictors of the latent variable in the model especially the predictors is small. Independent variables has an affect of 40%, rest 60% is on various other factors.

FINDINGS

First hypothesis states favourable consumer attitude toward a retail website is strengthened by ease of use, product information, trust, and customer support. Entertainment & currency .Out of this entertainment and currency are insignificant are not significant

Product information is significant because it’s a positive add on, especially to the experienced online shoppers when they are comparing brands, checking the latest product specifications or reviewing and evaluating the product.

Ease of use is one of the most significant variable to a online retail industry because it attracts lo of new users .Also reduces the effort as well as time of users by standardizing.

Trust is an important determinant of attitude o a retail website because it helps to increase the credibility in the mindset of customers which will attract them to be loyal.

Customer support also plays an important role while purchasing from online.

The second hypothesis states that product involvement moderates the impact of the six website factors on consumer fvaroble attitude towards a retail website. In my study out of the six factors only two are significant ie, product information and trust are insignificant.

High product involment people actually choosen products information and trust than any other variable.

Out of many online retail websites study says flip kart has he maximum users

Thank you!!