Study on effects of shopping orientation on the consumers buying online in Punjab

Pankaj Jain1 & Dr. Gautam Bansal2

1Research Scholar I.K. Gujral Punjab Technical University. Email:          

2Dean, Department of Commerce (PCTE). Email:

 Volume VII, Number 1, 2017 I Full Text PDF

DOI: 10.25274/


Buying something online 15 years back seemed something very difficult for an Indian Consumer but  development of the World Wide Web has resulted in the creation of a new form of business i.e. electronic retailing (e-tailing) or web-shopping. Consumers these days are buying all the stuff from personal grooming to Groceries, apparels, mobile phones etc online. Thus, customers’ involvements in online purchasing have become an important trend. As such, it is vital to identify the determinants of the customer online purchase intention. The aim of this research is to evaluate the impacts of shopping orientations on the customer online purchase intention. A total of 523 respondents were asked questions on their shopping orientations and their products purchase. Efforts were put in to explore the linkage between their shopping orientation and the products they purchased. The findings revealed that impulse purchase intention, quality orientation, brand orientation, online trust and prior online purchase experience were positively related to the customer online purchase intention.

Keywords: Shopping Orientation, online purchase intention.