Study on Online Shopping Drives affecting Satisfaction of Users

Transcription

1 Volume-03 Issue-07 July-2018 ISSN: (Online) [UGC Listed Journal] Study on Online Shopping Drives affecting Satisfaction of Users * Parinda V. Doshi Assistant Prof. (CES), Department of Commerce and Business Management, Faculty of Commerce, M. S. University of Baroda, Vadodara, Gujarat (India) ARTICLE DETAILS Article History Published Online: 05 July 2018 Keywords Consumer perception, consumer experience, customer satisfaction, online shopping * Corresponding Author parinda_doshi[at]yahoo.com ABSTRACT Internet has reduced distance among people of the world. Anyone can communicate at any time from any place around the world with the usage of Internet. Time and place convenience provided by Internet had led to increase in its usage. Internet is been used by the people for varied purpose. The most common use of internet is, as a mode of communication, for getting information, for sale and purchase of product etc. It is due to Internet, that people can purchase anything from any were around the world. There are number of websites which offer varieties of product to users of the net. Current research paper examines the views of users for online shopping site in India. It also aims to identify relation between satisfaction towards Flipkart and views for the site. For the purpose data analysis is done using measure of central tendency, correlation and regression. Results of the study observe that people do agree that online shopping provide time convenience and save their time and money compare to traditional way of shopping. Users also found it risky when bank details were ask for doing shopping. Although, being positive for online shopping users were found preferring traditional way of buying but agree that online shopping will eventually suppressed traditional way of shopping. It was also observed that variables like time savvy, broad range of good, convenience to shop, economy in price, home delivery, cash on delivery, time of delivery, behaviour of delivery boys affect satisfaction of users of Flipkart online shopping site. 1. Introduction Online shopping is viewed as a process where customers purchase products and services directly from the sellers using internet as a medium (Koivumaki, 2001). There is tremendous increase in online shopping among people around the world. Busy life style of people, working couples, time and place convenience, availability of variety of product, economical, home delivery etc. are some of the reasons for which had played major role in adaptation of online shopping. People while doing online shopping has wide range motivation and shopping approaches (Shang, Chen & Shen, 2005). Joines, Scherer and Scheufele (2003) in their study observe convenience, financial benefits, access to information, enjoyment, normative beliefs and self-efficacy as motives of Internet shopping. Perceived enjoyment was also found to be strong predictor for the acceptance of a new technology by Bruner & Kumar (2005). Shoppers are been observed associating variables like ease of use and enjoyment with one s shopping process, customers intrinsic perception of shopping was found to be leading consequent perception about the shopping site. Perceived usefulness was observed as final outcome resulting from a chain of shopping activities (Childers, Carr, Peck & Carson, 2001). Ryu, Kim, and Lee (2009) found perceived benefits, ease of participation, and enjoyment directly affecting participants behaviors. They also observed that variables like health condition self-assessments, life course events, available resources, previous related experiences, and computer anxiety affecting older adults in using new technology. Growth in the volume of online shopping is seen due to the ease in accessibility of internet. People are increasingly using the mode of online shopping due to the ease of getting information about the product attributes, price comparison, time convenience and availability (Brown, Pope and Voges, 2003). Businesses have also now started realising importance of virtual market in order to sale their product or services. Numbers of sites had immerged in virtual markets which are offering product and services in innovative ways to the people. Web vendors are concentrating on different means of enhancing the Web shopping experience (Jarvenpaa & Todd, 1997). Hoffmann and Novak (1996) found navigational experience, specifically the flown experience having positive effect on the likelihood of making purchases from an online store. There are certain online shopping sites which are like super market which facilitate seller and buyer with its technical expertise. It has a variety of product produce or traded by different sellers around the world and the buyer buy from the site due to the trust or creditability of the site. Present study was undertaken to identify the mode of awareness, duration and amount spend at a time for doing online shopping; examine views of users for online shopping sites; to observe views of users for online shopping site Flipkart; to identify the relation between the view for Flipkart and the satisfaction towards the site and to develop a model which will help in forecasting the satisfaction based on the views for the site. For the purpose study was divided into seven sections. The first section is the present section of introduction followed by the second section of literature review. Third section revel objectives of the study tailed by fourth section of research methodology. Fifth section presents analysis of the data followed by sixth section which concludes, by presenting finding of the study. RRIJM 2015, All Rights Reserved 172 P a g e

2 2. Literature Review Uncertainty about the purchasing result and unsuccessful purchasing behaviour are the aspects which highly affect online shopping. Customer during the online shopping are expose to different kinds of risk. Hong and Yi (2012) have identified different types of risks namely: time risk, physical risk, financial risk, social risk, psychological risk, service risk, delivery risk, performance risk, resource risk etc. while doing online shopping. Credit system, bank credit card payment, security system of the network, logistic distributing system, unclear commodity information are some of the factors which plays role in perceiving online shopping risky for the customers. Thus, during purchasing process, customers confront different kinds of risks, some of them can be perceived by themselves while some cannot, some of them can be extravagated, and some can be dwindled. Risks which are perceived by the customers tend to be different from actual risk as they cannot influence buying decision without knowing it. It is been observed in many previous studies that, people feel more risky shopping on-line than in the traditional shopping mall. Effect of consumers Perceived Risk on Purchase Intention in E-Shopping was studied by Samadi and Ali. In their study, they have compared perceived risk level between Internet and store shopping; revisit the relationships among past positive experience, perceived risk level, and future purchase intention within the Internet shopping environment. It was observe that consumers perceived Internet shopping to be of higher risk than in-store shopping. Positive online shopping experience led consumers less perceived purchasing risk level in the Internet and a higher perceived risk led to less future purchasing intention from the Internet. (Samadi and Ali, 2010). Mandilas, Karasavvoglou, Nikolaidis and Tsourgiannis (2013) observed perceived usefulness, ease of use, perceived risk, perceived enjoyment, subjective norms and self-efficacy affecting online shopping behaviour. Perceived usefulness and Self efficacy was found to be the most important factor followed by Perceived ease of use which motivated users for doing online shopping. Perceived enjoyment and subjective norms were also positively associated with the intention but in a partial way while, perceived risk was found to be negatively associated with the intention for doing online shopping. Influence of online shopping drivers (performance expectation, effort expectation, social influence and facilitating conditions) and barriers (usage, value, risk, tradition and image) for online shopping intention of older adults were studied by Lian & Yen (2014). They also tried to measure the age and gender effect on the shopping drivers and barriers for online shopping by older adults. From results of the study it was observed that performance expectation and social influence were major driving force; while value, risk, and tradition were major barriers for older adults for online shopping. Gender difference was not found to have significant role while doing online shopping. It was also observed that younger consumers had significantly higher drivers and lower barriers than their older counterparts. Older adults were experiencing more barriers for online shopping than younger; both experience the value barrier but older adults also experience additional barriers of risk and tradition. Karthikeyan (2016) studied on the problem faced by customer purchasing product online. Out of total respondents 44 percent of the respondents were found facing problem while doing online shopping. Author identified delivery problems, supply of defective products, return/ refund issues and poor response of customer care as a major problem faced by customer who were shopping online. Low price and easy buying procedures were found to be a motivator for doing online shopping for the users. Vries, Jager, Tijssen & Zandstra (2018) studied effect of touchscreen interfaces and high interactivity images on increasing ownership feelings and subsequent product valuations across food product types during online shopping. Results of the study showed no evidence for a main effect of interface touch or moderating role of autotelic Need for Touch NFT on perceived psychological ownership. However, both interface touch and object interactivity predicted online shopping enjoyment independent of product category, with individuals especially those high in autotelic NFT experiencing greater enjoyment within the touchscreen and high interactivity conditions respectively. 3. Objectives of the Study Prime object of the study is to examine the views for online shopping and view of users shopping from online shopping site Flipkart. Study aims to develop a model which will help in forecasting satisfaction of Flipkart users based upon the selected views of the users. Prime objective is further bifurcated into the sub objectives of: Identifying media which had played a major role in creating awareness about online shopping sites Detecting duration since people are using online site for shopping Knowing approximate amount spend by people at a time while doing online shopping Examining views about online shopping Observing views about Flipkart as an online shopping site To identify, relation between satisfaction towards Flipkart and views for the site. 4. Research Methodology Current research is descriptive and exploratory is nature. Data was collected from 86 respondent living in Vadodara city of Gujarat State through convenience sampling method. Responses were collected through structured non-disguised questioner in March Questioner was broadly divided into two sections, section-i contain three statements for collecting demographic details of respondents and section-ii contain twenty two statement statements which provides a views about online shopping. Table 1 shows the demographic details of respondents. Details were collected on gender, age and marital status of the respondent. From the frequency distribution it was observed that 81 percent of the responses were collected from the male respondent while female respondents were found to be only 19 percent of the total responses. Age was classified in four categories: years, years, years and 45 years and above. It was seen that maximum number of RRIJM 2015, All Rights Reserved 173 Page

3 responses were collected from the age group of years followed by the age group of years. This two age group from 96 percent of the total responses collected for the study. In term of marital status it was observed that maximum responses were collected from the unmarried people. Table 1: Demographic details of Respondents Gender Age (in Years) Marital Status Category Responses Percentage Male Female & above 1 1 Married Unmarried Data Analysis Questions were asked from respondent for the media through which they became aware about Flip kart, time since they are using site for shopping and the approximate amount they use or have used for shopping from the site. Table 2 provides the details for awareness, duration and amount spend at a time by respondents. From the analysis it was seen that Internet and Television were the most effective media for e- commerce site. 83 percent of the respondents received information about e-commerce site through this media. It was also observed that nearly 55 percent of respondent had not visited the site since a year which should be a matter of concern for e-commerce site. Details regarding amount spend by respondents were collected into five categories: Less than 1000, , , and & above. It was examined that 75 percent of respondent do make purchases of less than 3000 at a time from e-commerce site in which 45 percent make purchases of less than 1000 rupees. Table 2: Awareness, Duration and Amount Spend at Single Purchase Statements Responses Percentage TV Ads Information Received From Hoarding 7 8 News Paper Ads 8 9 Internet Ads Less than a month Time Since Using Site for Shopping 2 to 5 months to 12 months more than year Less than Amount Spent at Single Purchase & above Table 3 shows results for the views for online shopping of respondents. Views for online shopping were collected through nine statements where, respondents were asked to rate their opinion on five point Likert scale from 5 strongly agree to 1 strongly disagree. Data analysis was done using measures of central tendency. Analysis displays positive attitude towards online shopping for majority of respondents. Many of them felt it better than the traditional way of shopping. But they also feared for risk associated with online line shopping. People also responded positively for poor development of online shopping infrastructure in the country. At the end it was seen that majority of the respondent prefer traditional way of shopping than the online shopping but they also agree that online shopping will eventually supersede traditional way of shopping. This shows the immerging market for the online shopping sites. Table 3: View for Online Shopping Sr. No. Statements Mean Median Mode 1 Online shopping saves time Online shopping provide convenience to shop at any time Internet reduces the monetary cost of traditional shopping While shopping online I hesitate to give my credit card no Necessity of having a bank account or credit card creates difficulty RRIJM 2015, All Rights Reserved 174 Page

4 6 Online shopping is risky Online shopping infrastructure in India is underdeveloped Prefer traditional /conventional shopping to online shopping Online shopping will eventually supersede traditional shopping Ten statements were asked to know the views of respondents towards online shopping site Flipkart. Responses were collected in five point Likert scale, 5 strongly agree to 1 strongly disagree. Responses were analysed using measure of central tendency. Result of the analysis is shown in the table 4 given below. It was observed that respondent have positive opinion for the usage of time, convenience, availability of products, product information, competitive prices and good behaviour of delivery boys. But has a view that it has a long delivery time. It was also observed that people prefer purchasing from the site due to home delivery done by the e- commerce site. Table 4: Views for Flipkart Sr. No. Statements Mean Median Mode 1 Saves time Convenient to shop at any time Goods availability is broad Information given about the product is sufficient Prices on Flip kart are reasonable long time for the delivery of product and services I prefer cash on delivery than payment via credit/debit card I will purchase only if there is provision of home delivery Satisfaction with the behaviour of delivery boys Satisfaction toward Flipkart Reliability of the date was tested for developing a model. Cronbach's Alpha for the ten statements regarding the view of Flipkart came to be When Cronbach s Alpha is more than 0.6, instrument for collection of data is said to be reliable. As Cronbach s Alpha was more than 0.6 data collected were found to be reliable and can be used for further analysis. Relation was observed among the different statements and the satisfaction towards e-commerce site. Result of the correlation is shown in table no 5. Result of the test illustrates positive relationship among all views about Flipkart with satisfaction towards it. It was observed that price of the product, convenience in shopping and behaviour of delivery boys had a high level of positive relationship than the other views about Flipkart. Table 5: Correlation among Views towards Flipkart and Satisfaction towards the Site. Sr. No. Views towards Flipkart Satisfaction towards Flipkart 1 Saves time Convenient to shop at any time Goods availability is broad Information given about the product is sufficient Prices on Flipkart are reasonable long time for the delivery of product and services I prefer cash on delivery than payment via credit/debit card I will purchase only if there is provision of home delivery Satisfaction with the behaviour of delivery boys 0.62 Regression was run on the views for Flipkart and satisfaction towards the e-commerce site. R square explain that 62 percent of the satisfaction towards the site can be explained by the variables. F value for the model came to be with the significant F This shows the model fit and had chances of mistake for future prediction for satisfaction for Flipkart with the above mention variables. 6. Findings and Conclusion People were found having positive attitude towards online shopping and agree that it will eventually supressed traditional way of shopping. But, they were also concern about giving bank details while doing shopping and found it risky compare to traditional way of shopping. Internet and television were observed to be the most effective media for spread of awareness about e-commerce site. Respondent under the study RRIJM 2015, All Rights Reserved 175 Page

5 were found non repetitive purchaser from Flipkart as fifty five percent of respondents have not used the site since a year. Users using the site were observed to spend good amount of money while doing shopping. Users of the site were satisfied from various services offered by the site and perception about different services played a major role in predicting satisfaction of the users. Experience about price of the product, convenience in shopping and behaviour of delivery played a major role in delivering satisfaction for the users of the site. References 1. Brown M, Pope N, Voges, K. Buying or Browsing? An Exploration of Shopping Orientations & Online Purchase Intention. European Journal of Marketing. 2003; 37(11): Bruner II GC, Kumar A. Explaining Consumer Acceptance of Handheld Internet Devices. Journal of Business Research. 2005; 58(5): Childers TL, Carr, CL, Peck J, Carson, S. Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing. 2001; 77(4): Hoffman DL, Novak TP. Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing. 1996; 60(3): Doi: / Hong Z, Yi L. Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision. Physics Procedia. 2012; 24: Jarvenpaa SL, Todd PA. Consumer Reactions to Electronic Shopping on the World Wide Web. International Journal of Electronic Commerce. 1997; 1(2): Joines JL, Scherer CW, Scheufele DA. Exploring Motivations for Consumer Web Use and their Implications for E-Commerce. Journal of Consumer Marketing. 2003; 20(2): Karthikeyan DG. Problems Faced by Online Consumers. International Journal of Current Research and Modern Education. 2016; 1(1): Koivumaki T. Customer Satisfaction & Purchasing Behavior in a Web-Based Shopping Environment. Electronic Markets. 2001; 11(3): Lian JW, Yen DC. Online Shopping Drivers and Barriers for Older Adults: Age and Gender Differences. Computers in Human Behavior. 2014; 37: Mandilas A, Karasavvoglou A, Nikolaidis M, Tsourgiannis L. Predicting Consumer's Perceptions in On-Line Shopping. Procedia Technology. 2013; 8: Ryu MH, Kim S, Lee E. Understanding the Factors Affecting Online Elderly User s Participation in Video UCC Services. Computers in Human Behavior. 2009; 25(3): Samadi M, Yaghoob-Nejadi A. A Survey of the Effect of Consumers Perceived Risk on Purchase Intention in E- Shopping. Business Intelligence Journal. 2009; 2(2): Shang RA, Chen YC, Shen L. Extrinsic Versus Intrinsic Motivations for Consumers to Shop On-Line. Information & Management. 2005; 42(3): Vries R, Jager G, Tijssen I, Zandstra EH. Shopping for Products in a Virtual World: Why Haptics and Visuals are Equally Important in Shaping Consumer Perceptions and Attitudes. Food Quality and Preference. 2018; 66: Doi.: /j.foodqual RRIJM 2015, All Rights Reserved 176 Page