Abstract
Online shopping has more or less made heavy inroads in today's retail trade across the world. Companies like Amazon are out to render brick and mortar establishments obsolete. Even after its' strong presence in the country, Indian sites like Flipkart, Myntra, Ajio, and Snapdeal, among others, are also doing extremely well. A deeper study has been undertaken by the authors to study the real driving variables in online shopping and their relationship to demographic and other variables. The following variables have been taken for Model building. The importance is given to website features and their relationship to respondents' other internet activities like engaging with their Facebook society, Gaming on the net, using the net for elearning, etc is a necessary dimension that has been studied in this paper. Also, the relationship to the demographic variables of the respondents is equally important for designing an enticing website for digital marketing.
Highlights
Background to the study (Anon., 2021) According to the author, we are already in an era that is still trying to grapple with the huge surge in the digital economy across the globe
Test of Hypotheses and Discussion of Results Model Number 1.1 Hypothesis = 1: DV – Importance given to Website Features IV- Fixed Factor 1 – Amount spent on online purchase MV-1 – Usage of Facebook
Interaction Effect between IV, MV & DV H01.1a: The combined effect of Amount spent on online shopping and their usage of Facebook has no significant effect on the importance given to Website features H11.1a: The combined effect of Amount spent on online shopping and their usage of Facebook has a significant effect on the importance given to Website features
Summary
Background to the study (Anon., 2021) According to the author, we are already in an era that is still trying to grapple with the huge surge in the digital economy across the globe. According to one major giant in the IT space, by 2020, the usage of digital advances might add $1.36 trillion to economic growth. This has been more than $ 1.36 trillion. Digital advancements have added an economy the size of South Korea to the worldwide market in the last four years. We can fathom the case in a country like ours
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