CHAPTER II

REVIEW OF LITERATURE

Bartel Sheehan (1999) in their study identified that there may be a link between risk and
privacy. Offline, women are concerned about the loss and invasion of privacy, which is only
enhanced when online, and they cannot physically see the transaction being processed, the
handling of data concerned and what is happening with their details which add to their
apprehensiveness.

Sultan and Henrichs (2000) in their study reported that the consumer’s willingness to
and preference for adopting the Internet as his or her shopping medium was also positively
related to income, household size, and innovativeness. In 2000, women represented the major
online holiday season buyer (Rainne, 2002; Sultan & Henrichs, 2000). According to a report by
the Pew Research Center (2001), the number of women (58%) who bought online exceeded the
number of men (42%) by 16%. Among the woman who bought, 37% reported enjoying the
experience “a lot” compared to only 17% of male shoppers who enjoyed the experience “a lot”.
More recently, Akhter (2002) indicated that more educated, younger, males, and wealthier
people in contrast to less educated, older, females, and less wealthier are more likely to use the
Internet for purchasing.

Sharma and Mittal (2001) in their study “Prospects of ecommerce in India”, mention
that India is showing tremendous growth in e-commerce. Undoubtedly, with the population of
millions of people, online shopping shows unlimited potential in India. Today e-commerce is the
common word in India society and it has become an integral part of our daily life.

Chinting (2001) in their study stated that few school or educational studies have
simultaneously explored both internet marketing and organizational commitment, and of those
that have, only direct effects were examined. This study clarifies the relationship between school
organization’s internet marketing and teacher’s organizational commitment by examining the
mediating role of teachers’ job involvement and job satisfaction.

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 Alreck, P. and Settle, R. B. (2002) in their study finds women‘s preferences to have a
family member do shopping for them. Women appear to find satisfaction or pleasure in shopping
far more than men, while men have significantly more disdain for shopping than do women.
While fewer women than men had home computers (34 per cent versus 45 per cent,
respectively), those women who did have Internet access were certainly far from sanguine about
shopping online. This study suggests that consideration of the gender of the market to be served
would be a better approach in most cases. While the shopping gender gap may constitute a
complicating factor for consumer marketers, it would be better to recognize the gender
differences and accommodate them than to remain ignorant of them, operating under a set of
false assumptions regarding the diminishment of sex roles and gender differences.

Scholars. Li, N. and Zhang, P. (2002) in their study argued, Online shopping attitude
refers to consumers’ psychological state in terms of making purchases on the Internet.
Schiffman, Wisenblit and Kumar (2014) identified attitude as a learned predisposition to behave
in a consistently favourable and unfavorable way toward a given object. Attitudes are cognitions
and not easily observable, but researchers can assess them by asking questions or making
inferences from behavior. Attitude are directed at objects, such as products, product categories,
brands, services, promotional messages, websites, media, retailers, and many other entities.
Although attitudes generally lead to behavior, they are not synonymous with behaviour.
Sometimes, attitudes reflect either a favorable or an unfavorable evaluation of the attitude object,
which might or might not lead to behavior. Attitude might propel customers toward a particular
behavior or repel them away from such. Personal experience, family and friends, media, the
internet and social media strongly affect attitudes.

Kanwalgurleen (2003) in their study discussed that different options in internet

encouraged them to search and eventually purchase online, because more than 100 million
internet users in India.People those who are using internet from 5 to 7 hours a day were found to
be adopter of online shopping,price consciousness, convenience and variety, easy payment
options and challenges of online shopping are the factors found to be a significant in online
shopping.

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 Cheung, C.M.K. et al (2003) in their study states how researchers in the 90’s addressed
individual and consumer characteristics, environmental influence, product and service
characteristics, medium characteristics as influencing factors in forming online shopping
behaviour. Customer purchase intention, adoption and continuation are also strong determiner in
this regard.

Garbarino and Strahilevitz (2004) in their study indicated that women associate risk
with their readiness to shop online, a negative result or experience of using the web would have
severe implications on whether they would use this channel to market again. Unlike women, men
do not tend to perceive there to be a risk, because the positive attributes eliminate fear: they
value the activity for convenience, speed and efficiency.

Chaffey, D. et al (2006), in their study Internet marketing is defined as the application of

the Internet and related digital technologies in conjunction with traditional communications to
achieve marketing objectives. For the Internet marketer, a review of the factors influencing
behavior is especially important since a single web site may need to accommodate consumers
with different needs at different stages of the buying process. Users will also have different
levels of experience of using the web. Online shoppers can differ from offline shoppers in terms
of profiles. Online shoppers tend to be younger, wealthier, better educated, have higher
‘computer literacy’ and more disposable income.

Zhou, L. Dai, L. and Zhang, D. (2007) a in their study nalyzed some more research
works that emphasized on gender, age, income, education, culture, frequency of internet usage,
comfort with internet, frequency of online purchases, innovativeness, emotion, satisfactory levels
of past transactions.

Cyr et al (2007) put forward that there is a direct correlation between social presence and
loyalty online for women specifically. Considering the inherent issues women have with
shopping online this suggested that females needed to be engaged and enjoy the virtual
experience in order to purchase and return to purchase.

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 AdritaGoswami (2008) studies “Customer Satisfaction toward Online shopping with
special reference to teenage group of Jorhat Town” study concludes that online customers are
satisfied. This research explicitly indicates that online marketer should give more importance on
price factor and after sale factor.

Ramírez Nicolas (2010) in their study state that "The Internet has changed many facets
of our daily lives: the way we relate and communicate with one another, how we interact with a
bank, read newspapers or watch television. Even the way we buy and sell. These changes have
occurred due to the constant flow of companies offering new business models and innovative
formulae. Discount coupons have always been a powerful marketing tool. Whether inserted in
printed media or posted through letter boxes, they attracted new customers and were also offered
at the time of purchase to promote consumer loyalty by encouraging repeat purchases at ISSN
2348 – 8891 Altius Shodh Journal of Management & Commerce outlets. In order to play the
"high number game", there were many businesses which offered special discounts to a group of
customers together. This led Andrew Mason in 2008 to launch "The Point", an online community
to obtain best group deals. In the November of same year, famous"Groupon" was incorporated.
Currently, Groupon is present in over 45 countries around the world since March 2010, and has
received multi-million dollar bids from industry giants like Yahoo! and Google .All these
advantages have triggered a rush among consumers to buy discount coupons and the rate of user
growth is rising incessantly.

Donald Rogan (2007) in their study explains the relationship between consumer
behavior and marketing strategy. He states that strategy is about increasing the probability and
frequency of buyer behavior. Requirements for succeeding in doing this are to know the
customer and understand the consumer's needs and wants.

Oliver (1980) The expectation-confirmation model on the other hand, focuses on the in
their study ptost-purchase behavior. It is a widely used model in the consumer behavior
literature, particularly in explaining consumer satisfaction and repeat purchase. Satisfaction is the
central notion of this model and it is formed by the gap between expectation and perceived
performance (Oliver 1980). The expectation-confirmation theory suggests that if the perceived
performance meets one's expectation, confirmation is formed and consumers are satisfied.

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 Bhattacherjee (2001) in their study stated that satisfied users are more likely to continue
the IS use. Thus, we point that adoption and continuance are connected to each other through
several mediating and moderating factors such as trust and satisfaction.

Venkatesh (2000) in their study reported that perceived convenience offered by Internet
Vendors has a positive impact on consumers' attitude towards online shopping, as they perceive
Internet as a medium that enhances the outcome of their shopping experience in an easy way.
Online shopping holds a great potential for youth marketers.

Michal Pilik, (2012) in their study examined that online shopping for behavior is
affected by various factors like, economic factors, demographic factors, technical factors, social
factors, cultural factors, psychological factors, marketing factors and legislative factors.
Customers select an online-shop mainly based on references, clarity and menu navigation, terms
of delivery, graphic design and additional services. Complicated customers read discussions on
the web before they pay their cash online and once customers are unable to find the product
quickly and easily they leave online-shop.

Nikhashemi et. al (2013) in their study found out the customer perceived quality,
perceived simple use, perceived security and online payment method have vital positive impact
on increasing customer satisfaction toward internet shopping.

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