DETERMINANT FACTORS AFFECTING ONLINE SHOPPING ADOPTION IN DELHI/NCR

摘要

On-line shopping has seen an unprecedented growth globally, which also opens up new business avenues for stakeholders such as online retailers, e-commerce business platforms, banks and internet service operators. As per "India's Digital Leap-The Multi Trillion Dollar Opportunity" a report by Morgan Stanley, India's on-line shopping is expected to grow at an annual rate of 30% to reach about $200 billion for gross merchandise value by year 2026. Online shoppers in India are expected to grow from 14% of total internet base in 2016 to about 50% in 2026. Seeing this significant growth, the objective of the research paper is to identify and assess the factors influencing the adoption of online shopping and behavioral intention of online shoppers in Delhi/NCR, for which Exploratory, Descriptive and Causal research design has been adopted. This study had validated UTAUT model.