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The purpose of this research paper is to apply the ABC model and examine the attitudinal segmentation of online consumer in India in terms of internet usage, perceived risks, website attributes, intent to do online purchase in future and preference of website attributes.

A structured questionnaire was administered to 600 online consumers using field and online survey mediums. The logit analysis was applied to arrive at segmentation of online users.

Findings show how attitudes are different of online users when they were segmented based on internet usage. This segmentation showed attitudes that were paradoxical in nature. To explain this paradoxical behaviour of online buyers, this study applied the logit analysis. The online users were further examined applying the ABC model of attitude. Three distinct segments of online users emerged. They are: CAB, CBA and BCA.

The findings of this paper will be useful for online retailers who want to start e-commerce business in India. The findings are also useful for designing appropriate promotion and marketing strategies to entice online users to become online buyers.

The key contributions of this paper are the new insights from using the ABC model. Based on usage of internet in number of hours, online buyers could be segmented into four groups. On further analysis using ABC model, this studied showed that a better segmentation of online buyers is possible and that is called attitudinal segmentation. The BCA attitudinal segment is a finding of this study and is unique to this research. This has not been done using Indian online buyers and this adds to the originality of the study.

According to Associated Chambers of Commerce and Industry of India (ASSOCHAM), the size of the Indian online retail industry is INR 2000 crore and the industry is projected a steady annual growth rate of 35 per cent to reach INR 7000 crore by 2015. Given the growing importance of the online retail industry in India, it remains imperative for web retailers and internet marketers to understand the determinants of online customers' purchase intention to decipher what is important to the Indian online customer. This paper attempts to identify the determinants of online purchase intention among youth in the Indian context.

Based on a detailed literature review, customer online purchase intention shopping orientation factors such as impulse purchase orientation, brand orientation and quality orientation were considered along with online trust and prior online purchase experience. The results are based on 95 valid responses received from the online survey.

The research established that impulse purchase orientation, prior online purchase experience and online trust have significant impact on the customer purchase intention. Males are found to have more intention to shop online than females.

A bigger and more representative sample which includes respondents from all walks of life would have been appropriate though the internet savvy students contribute the major share of online buyers.

The study has implications for web‐retailers, marketing managers, internet marketers, online vendors and web‐shoppers in India. Indian online shoppers typically tend to seek offers and great value price deals instead of brand or quality. Online retailers may target the impulse purchase orientation nature of Indian consumers and should focus on increasing online trust.

In the Indian context, this is the first time shopping orientations have been studied with customers' online purchase intentions.

The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users’ various activity levels.

This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modeling.

The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users’ continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities.

These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could potentially influence the user intentions. Future studies should validate the findings by recruiting diverse users in terms of their age and cultural background.

The study findings are of special relevance for the service operators interested in practicing user-centric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community.

The study provides a novel perspective on the challenges of assessing users’ consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

The present study aims to identify and study the online privacy concerns, its explanatory variables and their affect on reactions and online purchasing behavior of Indian consumers. Globalization means that companies are setting manufacturing units where their cost dynamics are most attractive and then servicing the customers in different markets. Therefore, today, most of the globalized firms are using technology to overcome physical barriers with the customer. The value chains are being reorganized to come up with innovative strategies for sales, delivery and service channels. These strategies use Internet as a competitive tool, thereby providing marketers with a completely new landscape to work with. This channel means that now even the tangibles (products) are being sold on the basis of intangibles (services). In this landscape, the success of an online business depends on its capability to think globally and act locally. Sensitivity displayed by a company to effects of cultural nuances on a consumer’s psychological constructs will determine the success of a company and its strategy. It is in this backdrop that the current study was undertaken.

To establish a relationship of the consumer privacy concerns and consumers’ reactions and their online purchase behavior, data were collected on the basis of a self-administered structured questionnaire. Data were collected from 150 respondents. Confirmatory factor analysis in LISREL (8.70) was done to check the validity of the scale. Incremental fit indices and parsimonious fit indices were used to interpret whether the model fit the data. Further, data were analyzed using factor analysis, correlation and chi-square tests.

The study found several significant correlations between consumer’s online privacy and their behavior. The study made attempt to study only linkages and not a causal relationship. This study found that there was a correlation between online privacy concerns and consumer behavior. Indian consumers opted to voice and complain about privacy concerns, and hence, companies need to invest in recovery strategies. Furthermore, Indian consumers exhibited more of a refrained behavior rather than hedonic purchase behavior. However, refrained behavior was a first step toward the latter. To promote refrained behavior, marketers need to work with a model which provides Indian consumers with an assurance of procedural fairness and fair information practices. These companies need to invest in software, rewards, detailed privacy notices and tangibles to motivate customers into transacting online. Armed with this information a marketer can also invest into the right kind of privacy and security tools.

Due to the limited sample size, the results of the study can be generalized to a limited extent.

The results would help online marketers maneuver the target consumer’s behavior in the desired direction. The results would help companies design and invest in the right kind of privacy and security tools, for the target segments matching the sample.

The manuscript is based on a unique data set collected for this study. The references have been cited as per American Psychological Association (APA) rules. The work is original.

The purpose of this paper is to understand the factors influencing adoption of internet banking in urban India.

A model has been proposed based on the technology acceptance model (TAM). The proposed model is referred to as extended TAM and is better suited to identify and quantify the important factors that influence adoption of internet banking technology in India. Primary data relating to the variables affecting technology adoption and demographic profile are collected using a questionnaire survey. Data were collected from 344 individuals who are either current/prospective internet banking users. Structural equation modeling was used to identify the important factors affecting internet banking technology adoption.

The factors of perceived usefulness, perceived ease of use, social influence, awareness, quality of internet connection and computer self-efficacy are primary determinants of the attitude toward the use of internet banking in urban India. The attitude toward the use of internet banking can be used to predict the intention to use internet banking systems by users.

This research enables internet banking service providers in urban India to design new service offerings or modify current service offerings to achieve higher adoption rates in internet banking.

The paper investigates the adoption of internet technologies by banking users by proposing an extended TAM model that is more appropriate to capture the issues related to adoption in urban India. The paper is of value to researchers in the area of technology adoption and banking service providers in urban India.

The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.

Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables.

Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism.

This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process.

The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism.

This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.

The purpose of the study is to conduct a scientometric analysis of cybersecurity literature indexed in the core collection of the Web of Science for a period of ten years (2011–2020).

Cybersecurity is a focused topic of research across the globe. To identify the global research productivity in the field, the terms “cybersecurity, cyber-security, web security, information security, computer security, etc.” were used for retrieving the publications in the advanced search mode of the database “Web of Science”, limiting the time frame for 2011– 2020. The results retrieved were downloaded in the Excel file for further analysis and interpretation. The harvested data was analysed by using scientometric techniques to measure the progress such as growth rate, doubling time and author collaborations. Besides, the Biblioshiny and VOSviewer software were used for mapping networks.

The research output in the field of cybersecurity has shown an increasing trend during 2011–2020, and the maximum number of scholarly publications was published in 2020 (1,581), i.e. more than 715% of 2011 (221). A good number of countries (93) have contributed globally in cybersecurity research, and the highest share in research publications was reported by the USA (23.55%), followed by China (23.24%), South Korea (5.31%), UK (5.28%) and India (4.25%). The authorship patterns in cybersecurity publications show a collaborative trend, as most articles have been published by multiple authors. Total 5,532 (90.14%) articles have been published in co-authorship, whereas only 605 (9.86%) articles have been published by single authors. Keyword analysis shows that the most common keyword research by the authors is cybersecurity and its variants such as “cyber security” and “cyber-security” (1,698) followed by security (782), computer security (680) and information security (329).

The database studied for the work does not represent the total literary output available on the theme. There are plenty of other databases, such as Scopus, Compendex, INSPEC, IEEE Xplore, arXiv, contributing to the same theme as well.

The findings of the study may help researchers, information technologists, library professionals and information specialists to identify the research progress, authorship patterns, collaborative networks and hot topics of research in the field of cybersecurity. Besides, it will assess the global response to the cybersecurity issue.

The study is the scientometric analysis of the cybersecurity based on current literature and will highlight the progress and development of global research in the said field.

Classifying emails as ham or spam based on their content is essential. Determining the semantic and syntactic meaning of words and putting them in a high-dimensional feature vector form for processing is the most difficult challenge in email categorization. The purpose of this paper is to examine the effectiveness of the pre-trained embedding model for the classification of emails using deep learning classifiers such as the long short-term memory (LSTM) model and convolutional neural network (CNN) model.

In this paper, global vectors (GloVe) and Bidirectional Encoder Representations Transformers (BERT) pre-trained word embedding are used to identify relationships between words, which helps to classify emails into their relevant categories using machine learning and deep learning models. Two benchmark datasets, SpamAssassin and Enron, are used in the experimentation.

In the first set of experiments, machine learning classifiers, the support vector machine (SVM) model, perform better than other machine learning methodologies. The second set of experiments compares the deep learning model performance without embedding, GloVe and BERT embedding. The experiments show that GloVe embedding can be helpful for faster execution with better performance on large-sized datasets.

The experiment reveals that the CNN model with GloVe embedding gives slightly better accuracy than the model with BERT embedding and traditional machine learning algorithms to classify an email as ham or spam. It is concluded that the word embedding models improve email classifiers accuracy.

India has a big pool of internet savvy population that is not only accessing the internet but also buying online. Online shopping could be defined as the concept of buying and selling of goods over the internet. From the perspective of the seller, it is the attempt on the seller's part to attract and persuade the prospect to conduct the purchase decision-making process, and ensure satisfaction and loyalty. From the perspective of the buyer, online purchase behavior is the degree to which consumers access, browse, shop and transact and repeat the behavior. With a revolution in the very basics of transaction from a physical store format to a non-store one, the retail industry has begun to understand the indispensability of the internet as a medium of transaction. However, the rate of diffusion and adoption of the new phenomenon among consumers is still relatively low. With the internet advancing new opportunities, it is important to understand the factors that could motivate Indian consumers to indulge in online buying. This paper is a theoretical attempt at conceptualizing “motivation” as a construct, in the context of online buying and testing it empirically. The objective of the study is to explore the critical motivational factors that influence the online buying decision of people, and to establish their causal impact, if any, through developing an integrated model.

The study, descriptive, diagnostic, and causal in nature, has been conducted in the context of online buying of railway tickets in India. In the first phase, a pilot survey was conducted on a sample of 100 users of the online railway reservation. After having tested the survey instrument for validity and reliability, the second phase of the study was conducted on a sample of 327 users of online railway reservation facilities. A series of multiple regressions analyses was conducted to determine the causal impacts of critical motivational parameters on online reservation of railway ticket by users in the Indian context. The analysis of demographics based on gender and age groups were also made to capture the cross-comparisons of critical motivational attributes.

The results were in expected direction and fulfilled the research aims of the current study. The factor analysis had grouped the items into nine constructs with 38 items. For analytical purposes, descriptive statistics were used through measures of central tendency and dispersion. The item total correlations to each construct were found significant. All the critical motivational constructs were found to have a significant impact on the intention of buyers of booking/purchasing railway tickets online in India. The analyses of demographics established that as far as gender is concerned, all the critical motivational attributes to online buying intention have no significant differences between men and women; however, for age groups it was observed that some of the attributes were found significant and others were not.

Through identifying and empirically establishing critical motivational parameters in online reservation of railway tickets in Indian context across demographics, this study helps to understand what consumers expect from the online reservation facilities from the railways for their convenience and satisfaction. By examining the various dimensions explored and established in this study, the concerned authority can develop a better understanding of consumer needs and expectations. Academicians and researchers can use this study for assessing consumer motivation towards online reservation of railway tickets in Indian context, and identifying such attributes that would lead to favourable motivational disposition towards online reservation of railway tickets. The policy decision makers of railway authority may also use the findings of this study as a resource, while constructing, managing, and evaluating their marketing strategies in the Indian context.

The purpose of this paper is to compare the online legal information sources available in law libraries in India.

Evaluation method followed with the help of specially designed checklist for e-resources in the field of law in India. The structured checklist was designed keeping in view of the objectives and e-resources/databases existing in Indian libraries, comprising 189 dichotomous questions and categorized into 12 broad categories.

The study revealed that the study legal information sources are lagging behind in exploiting the full potential of Web 2.0 features. No study legal information source has integrated Web 2.0 tools with contents and provision to contribute the contents by user any time, irrespective of location, except online legal information system (OLIS). Majority of e-resources are lacking search features, general features, Web 2.0 tools, better help features and provision to contribute contents by the users. Besides this, a mobile-based view is not available in majority of sources, and open access resources are lacking user-friendly features. Of the 16 legal information resources, only five have all the four citations search parameters. The study reveals that the OLIS has the maximum features and ranked “excellent”, followed by Manupatra ranked “average”. Half of study online legal information sources are ranked “needs improvement” and 37.5 per cent ranked “below average”.

The findings of the study will not only guide the law librarians to subscribe/renew legal databases in their libraries but also improve the legal information literacy among the users for effective use of online legal information sources. It is hoped that the evaluation of online legal information sources will enhance the user’s awareness and increase the use.

The findings of the study will not only guide the legal libraries to improve their online legal information sources, particularly, better help features and integrated content with Web 2.0 tools, but also provide guidelines for newly established legal libraries in India.