Internet Usage and Its Impact on Perception towards Online Shopping

This study investigates the internet usage variables like internet usage experience, internet usage frequency, internet usage duration, online shopping experience, online shopping frequency and the device used for online shopping among Indian online shoppers. Two established and pre-validated scales were used to measure perceived benefits and perceived risks of online shopping and to assess the overall perception of internet users towards online shopping. The study further analyzes and ascertains the impact of internet usage variables on perception towards online shopping. A survey of 650 respondents based on structured questionnaire was conducted in National Capital Region of Delhi. The questionnaire involved six categorical variables for internet usage, 39 scale items for perceived benefits of online shopping and 32 scale items for perceived risks of online shopping. Perception towards online shopping was determined by taking into account the benefits as well as risks of online shopping. Kruskal Wallis H test was applied to ascertain the impact of internet usage variables on the perception towards online shopping. Test results revealed significant impact of internet usage on perception towards online shopping. This study provides a contribution to the concept of perceived benefits and perceived risks and aids online retailers in developing strategies for increasing sale and traffic on their online portal. The study findings are broad in implications and empirically validate that higher internet usage leads to corresponding higher and stronger perception towards online shopping. Marketing practitioners can use the findings of this study when they perform their strategy development and implementation.