Web surfers are web spenders: finding the truth of online shopping

摘要

E-retailers should know about online expenditure habits of consumers to maintain their profits. In this context, current study presents results of a web survey among snowball sample of 308 online shoppers from three e-commerce hub cities of India. Results indicate significant associations between annual online expenditure and webographic factors like computer experience, internet experience, ability to use internet, office as access location, tablet as access device and internet usage level. Associations were also found between the highest amount spent in single transaction and webographic factors like internet experience, office and public place as access location, tablet and mobile phone as access device and internet usage level. Consequent chi-square post-hoc test via standard residual method determined that, categories with high internet experience under high online expenditure and high single transaction amount contributes significantly to omnibus chi-square statistics.