Understanding barriers and drivers to online shopping: An emerging economy case

The purpose of this paper is to empirically analyse the barriers and drivers towards online shopping in India. Data was collected from 410 online shoppers from the North Indian States of India. The results of the study reveal significant relation of security and privacy protection measure, time performance, ease of use, website design, ease of understanding, perceived risk, delivery procedures, the risk of losing personal and financial information, technology ignorance factor, and Lack of touch and feel with Intention to buy. This is one of the initial studies dealing with barriers and drivers to online shopping and their relation with the intention to shop online. Items like slow internet speed, inapt query handling and intention to buy with cash-on-delivery have also been included into the study. This paper builds the foundations for researchers to extend online retailing research in developing countries like India where switch over to internet shopping is much later than developing countries. Copyright © 2017 Inderscience Enterprises Ltd.