Research Paper
Year: 2020 | Month: March | Volume: 7 | Issue: 3 | Pages: 316-320
Consciousness of Online Shopping Consumer Buying Behaviour: An Exploratory Study of Indian Consumer
Faize Ali Shah1, Vanshika Tandon2
1Research Scholar, Department of Management, Faculty of Social Sciences, Dayalbagh Educational Institute, (Deemed University), Dayalbagh, Agra India. 282005.
2Student, Symbiosis Centre For Distance Learning, Symbiosis Bhavan, 1065 B, Gokhale Cross Road, Model Colony, Pune, Maharashtra India. 411016
Corresponding Author: Vanshika Tandon
ABSTRACT
As time has elapsed, technological transformations have metamorphosed how customers shop and this has inevitably resulted in the recognition of varied wired marketplaces. The ability of the internet to reach even the remotest of locations and providing detailed knowledge regarding products has exposed consumers to a world of information. Due to great exposure, online buyers have become self-conscious when it comes to their buying decisions. Self-consciousness relates to an individual’s tendency to be aware of his surroundings and taking buying decisions in accordance with this psychological phenomenon. For online buyers, perceived usefulness as well as ease of use are dominant when it comes to accepting online shopping as a medium to satiate their desires in a convenient way. Relatively, this research paper proposed to explore the relationship of self-consciousness of online buyers with perceived ease of use and perceived usefulness and how they affect online consumer’s attitude thereby dominating their buying behaviour through multilevel investigation of self-consciousness as a determinant of online shopping. Data was collected by the aid of self-structured questionnaires from 400 respondents belonging to four big cities of Uttar Pradesh. Multilevel regression analysis was opted by the researcher for the scrutiny of the impact of self-consciousness on independent variables. It was analysed that self-consciousness created an impact on both perceived ease of use and attitude of consumers towards online shopping while perceived usefulness and consumer behaviour were not stimulated by self-consciousness to a notable extent.
Keywords: Consciousness, Consumer Behaviour, Attitude, Multilevel Analysis
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