Determinants of Tier 2 Indian consumer’s online shopping attitude: a SEM approach
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 31 July 2019
Issue publication date: 28 June 2021
Abstract
Purpose
The purpose of this paper is to validate the conceptual model that presents the determinants of Tier 2 consumer’s online shopping attitude and the interrelationships among the constructs across the three Tier 2 cities in India.
Design/methodology/approach
The paper uses survey-based data from three Tier 2 cities of North India – Kota, Agra and Jalandhar and uses a combination of statistical techniques to assess psychometric properties of the scales and conduct the measurement and structural invariance.
Findings
The findings of the paper reveals that technology readiness, consumer innovativeness, fondness for branded products and perceived brand unavailability act as determinants of online shopping attitude and there is a positive relationship between online shopping attitude and online purchase intention among Tier 2 consumers in India while perceived offline hedonic value do not have any significant impact.
Research limitations/implications
Future researchers can use this model with additional confidence given its cross-segment robustness.
Practical implications
Online marketers can use the antecedents identified in this study to develop and encourage positive online shopping attitude in small town India.
Originality/value
This research paper is the first one that investigated online shopping attitudes of Indian Tier 2 consumers. Importantly, it validated the determinants of online shopping attitude among Tier 2 consumers. National and international e-tailers aiming to develop and expand their operations to India now have the critical empirical verification concerned with the determinants of online shopping attitude and behaviour in India which would be meaningful to develop a sound marketing strategy.
Keywords
Acknowledgements
This paper forms part of a special section “E-tailing: the current landscape and future developments”, guest edited by Park Thaichon, James R. Brown and Scott Weaven.
Citation
Kaur, A. and Thakur, P. (2021), "Determinants of Tier 2 Indian consumer’s online shopping attitude: a SEM approach", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 6, pp. 1309-1338. https://doi.org/10.1108/APJML-11-2018-0494
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited