The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Online Shopping Attitude of Indian Tier 2 Consumers: Some Qualitative Insights
|
|
Author(s): Preeti Thakur (Jaypee University of Information Technology Waknaghat, Solan, India)and Anupriya Kaur (Jaypee University of Information Technology Waknaghat, Solan, India)
Copyright: 2019
Volume: 9
Issue: 2
Pages: 14
Source title:
International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.2019040102
Purchase
|
Abstract
This study explores the antecedents to online shopping attitude formation that is typical to Indian tier 2 consumers. Qualitative research has been carried out and semi-structured depth interviews were conducted. The grounded theory approach has been used for analysis and a conceptual framework has been developed. Based on the overall analysis, the model depicted the causal antecedents and outcome of online shopping attitude. The findings from this study reveal that online shopping is not limited to a purely convenience-oriented patronage and is rather influenced by a much more holistic approach leading to the attitude formation in tier 2 consumers. The study identified 5 major antecedents to online shopping attitudes specific to Indian tier 2 cities. This study holds meaningful insights for internet marketers and e-commerce business strategist. In particular, for the marketers the study suggests that non-metro cities can no longer be overlooked as they have emerged as significant markets for the future.
Related Content
|
Rania B. Mostafa, Hassan Naim Hannouf.
© 2022.
18 pages.
|
|
Nur Özer Canarslan, Gülfidan Bariş.
© 2022.
21 pages.
|
|
Cara Peters, Charles D. Bodkin.
© 2022.
15 pages.
|
|
Anoop George, Manu Melwin Joy, Muhammed Sajid., Muhammed Nowfal S..
© 2022.
14 pages.
|
|
Raja Ahmed Jamil, Abdul Qayyum, Mohammad Saeed Lodhi.
© 2022.
21 pages.
|
|
Yasmeen Elsantil, Riyad Eid, Khaled Bedair.
© 2022.
22 pages.
|
|
Kirti Sharma, Pankaj Madan.
© 2022.
14 pages.
|
|
|