Determinants of Purchase Behaviour of Online Consumer
نویسنده
چکیده
Online consumer behaviour is a broad and interesting area of study that can benefit organizations in their efforts to market and sell products online. As consumers’ attitude towards online shopping is a prominent factor affecting actual buying behaviour, this research attempts to investigate a modest part of that area. The results of study of perceptions of 200 online purchasers in Hyderabad reveal trust, security, Internet speed, and responsiveness significantly affect online purchasers’ behaviour. In addition, on examination of demographic variables like gender, age and education using regression, the study presented some valuable insights that might help organizations develop effective strategies eventually leading to customer satisfaction
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