Factors Influencing The Consumers' Intention to Shop Online:

Khan, Shahzia; Rizvi, Aftab Haider
March 2012
Skyline Business Journal;2012, Vol. 7 Issue 1, p28
Academic Journal
The success of any business lies in thorough understanding of the behavior of its target customers; hence, in order to safeguard the success of e-business it becomes imperative for the retailers to get a deeper insight into the behavior of their consumers and the factors shaping it. The aim of this study is to explore the factors influencing the web-based shopping intention in UAE and empirically establish a relationship between intention to buy online and customer related factors. The literature review related to the topic advocated testing empirically how various factors influence customer's intention to buy online. For the purpose of this study, a questionnaire was developed, tested and validated to reach the highest level of accuracy of measurement. Factor Analysis were used to group the variables and various other statistical techniques viz., Regression Analysis, Correlation Analysis, One-Way ANOVA and t-test were used to test the various hypotheses. The results revealed in this study could be of paramount importance to the e-merchandisers for formulating sustainable and effective e-marketing strategies and rendering assurance to the online buyers by mitigating the associated perceived risks.


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