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Leveraging utilitarian perspective of online shopping to motivate online shoppers

Ajay Kumar (Department of Business Management, Dr Hari Singh Gour University, Sagar, India)
Anil Kumar Kashyap (Department of Business Management, Dr Hari Singh Gour University, Sagar, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 5 March 2018

Issue publication date: 9 April 2018




Shopping motivation has been extensively explored in traditional marketing context but less in online shopping. Utilitarian attribute of online shopping is one of the success factors of e-retailing. The purpose of this paper is to explore the utilitarian shopping motivation in online shopping and validate these factors through confirmatory factor analysis (CFA) in the Indian context.


The data were collected from the 183 regular online shoppers. The collected data were analysed through exploratory factor analysis and CFA using Amos 22 version.


This paper explored the utilitarian shopping motivation of online shopping into five factors, i.e. information availability, accessibility, searchability, product availability and convenience.

Research limitations/implications

The research is conducted on online shoppers to measure their utilitarian motives of shopping online. Further research may be conducted to investigate other motives of online shopping. The sample is taken from Central India which is not enough to generalise the findings. Research may be conducted in other regions and on different segment of respondents to know the impact of geographical variance on utilitarian perspectives of online shoppers.


This paper addresses a significant input in online retailing platform, and it will contribute to the theory of shopping motivations in online shopping context and provide valuable inputs for developing online marketing strategies. The findings of the study also aid to retail practitioners in analysing retailing’s current transformation due to digitalization.



Kumar, A. and Kashyap, A.K. (2018), "Leveraging utilitarian perspective of online shopping to motivate online shoppers", International Journal of Retail & Distribution Management, Vol. 46 No. 3, pp. 247-263.



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