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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.

Prior studies mostly investigate initial shopping intention in developed countries. The purpose of this paper is to sketch and determine the impact of perceived usefulness (PU), perceived ease of use (PEOU), perceived value (PV), trust (TRT), perceived risk (PR), privacy concern (PC), internet literacy (IL), satisfaction (SAT) on online repatronage intention (ORI) among Malaysian experienced online shoppers.

A total of 219 valid questionnaires were collected via an online survey among experienced online shoppers across young and old students aged 18-31. Subsequently, the two-step structural equation modelling (SEM) technique was employed to empirically examine the proposed integrative theoretical research framework and model fit with maximum likelihood estimation.

The statistical analyses support the relationships between PU, PV, TRT and SAT with ORI while the relationships between PEOU, PR, PC and IL with ORI were rejected in which all the factors affecting ORI occur similarly across the study sample. The behaviour of experienced online shoppers was found to be different from findings of previous literature that examined initial adoption and intention. Due to the lack of distinction in the literature concerning experienced and inexperienced shoppers, our results show inconsistencies with prior research in examining ORI.

The paper suggests that future research consider multicultural analysis, atmosphere design, developing internet methodology and the role of flow experience in determining ORI. The research limitations and implications are also discussed.

By realizing the differences between inexperienced shoppers and experienced shoppers, online retailers should segment these groups more effectively and should implement a different marketing strategy to target the right segment, right shoppers along with the right marketing tactic. The antecedents of future intention of online shopping are influenced by various variables because the human behaviour is sophisticated in nature. Thus, academicians and practitioners should realize the implications of examining their target population/market based on an assessment of different antecedents.

This study is among the few attempts to examine attitudes and behaviour of Malaysian experienced online shoppers who have formed relevant experiences and skills in online shopping. Additionally, the paper empirically examine and distinct user perception of online retail attributes (including PU, PEOU, PV and PR), pre-purchase user attitudes (including TRT, PC, IL) and post-purchase users attitudes (including SAT) in forming ORI simultaneously.

The purpose of this paper is to report the results of an experimental study designed to better understand the role of online product reviews, both valence and volume, in the formation of initial online trust during a consumer’s exploratory stage with an e-tailer. This is done within the context of simultaneously varying e-tailer reputation and product type.

Participants take part in a conjoint task that involves viewing fictitious web pages and indicating their level of trust in using the site to purchase the product displayed. The web pages are developed by manipulating four attributes (e-tailer reputation, product type, summary product star rating and number of online reviews) according to a full factorial design. Conjoint models are estimated to determine the relative influence of each attribute on trust perceptions, the significance of selected two-way interactions among the four attributes, and potential moderating effects of varied prior online experiences, including previous usage frequency of online reviews.

Results reveal that e-tailer reputation has the greatest impact on initial trust perceptions, followed by the summary review star rating of the product. Significant two-way interactions show that a large number of reviews enhance the effect of a positive summary review on trust while shopping for high priced experience products diminishes the positive influence of e-tailer reputation. Prior online experiences moderate the relationship between these website attributes and perceived trust by interacting with the two strongest trust cues in the model. The effects of these attributes on trust perceptions are less for those with higher levels of prior online experiences.

The study uses conjoint analysis, which requires participants to implicitly “tradeoff” among website attributes in making overall judgments about e-tailer trustworthiness. Consequently, the relative influence of online reviews (both valence and volume) on initial trust perceptions is derived empirically in a realistic setting that involves online shopping contexts with different risk (by varying product type). Moreover, the authors are able to estimate interaction effects. A significant interaction between summary product star rating and number of reviews implies that online review volume may be more important to perceived e-tailer trustworthiness than earlier studies suggest.

Perceived consumer risk is explored in relation to online (Internet) purchasing using a cross‐national sample (N=562) from the United States, Canada and U.K. Objectives of the study are to determine if experience in online purchasing reduces perceived risk, if perceived risk varies across product/service categories and if certain types of risk are more important in purchasing certain products/services. Lastly, does national culture affect perceptions of risk? Results are discussed and suggestions are offered to managers on how to reduce perceived risk, thus increasing online purchasing in the three countries examined.

This research study investigates the factors that influence e-customer satisfaction, e-trust, perceived value and consumers repurchase intention in the context of the B2C e-commerce segment. It investigates the mediation effect of e-customer satisfaction, e-trust and perceived value on repurchase intention. It also examines the moderating role of prior online experience.

Based on the adapted questionnaire, pre-recruited enumerators collected the data from five leading business universities of Karachi. They distributed 425 questionnaires and received 415 questionnaires. The study has used Partial Least Square-Structure Equation Modeling (PLS-SEM) technique for data analysis.

We have tested 20 hypotheses, of which our results do not support five, including two direct, two mediating. Our results support all the direct hypotheses except the following two: (1) delivery service affects e-satisfaction (2) customer services quality effect on trust. We did not find support for the following two mediating hypotheses (1) e-satisfaction mediates delivery services and repurchase intention, (2) service quality mediates customers' service quality and repurchase intention. Our results do not support one moderating relationship. Prior online experience moderates e-perceived value and repurchase intention.

This research provides valuable information to the online retailers of B2C e-commerce, which can help them make strategies based on their consumers' behavior and encourage them to make repeat purchases from online retailing stores. It allows future researchers to replicate the model in cross-cultural studies in different product categories.

We have examined the moderating effect of prior online experience between (e-satisfaction, e-trust and perceived value) on the repurchase intention.

The purpose of this paper is to investigate the effects of online shopping experience and habit in relation to adjusted expectations for enhancing online repurchase intention.

The authors employed partial least square (PLS) as a technique used to analyze the measurement and structural models. Data for this research were collected from 240 Taiwanese online shoppers who had experienced online shopping at least four times.

The result of this study indicates that online shopping habit acts as a moderator of both customer satisfaction and adjusted expectations, whereas online shopping experience can be considered a key driver for customer satisfaction. Furthermore, the research findings confirm that customer satisfaction is a vital driver of adjusted expectations and online repurchase intention. Adjusted expectations do mediate the impact of online repurchase intention.

This paper highlights the effect of online shopping experience and online shopping habit on enhancing repurchase intention. The result implies that the acquisition of usage experience and spontaneous purchases not only leads to higher customer satisfaction and customer expectations, but also strengthens online repurchase intention. The use of self-report scales suggests the possibility of a common method bias. Future studies may further test the robustness of this study in the interplay of experience and habit to shed more light on their relative importance in explaining online repurchase intention.

This study extends expectancy-disconfirmation paradigm, especially in the context of online shopping, by emphasizing cognitive, affective, and behavioral change on the attitude-intention behavior of online shoppers.

The purpose of this paper is to present the results of an experiment in which participants view fictitious e-tailing web pages and indicate the likelihood of purchasing the products displayed by manipulating four attributes (familiarity with the e-tailer, product type, summary product review, and the number of customer reviews) in order to determine their relative importance.

Individual level conjoint models are estimated to determine the relative importance of the manipulated attributes. Furthermore, cluster analysis is used to group individuals into different segments.

The results suggest that the summary review star rating of the product and familiarity with the e-tailer are the two most important attributes. A three cluster solution is obtained and each segment is characterized by the derived relative influence each attribute has on likelihood of online purchase.

Understanding how consumers make choices among attributes especially when they are confronted with trade-offs has implications for e-tailers wishing to develop effective, targeted strategies for increasing the likelihood of online purchases.

The major objective of this study is to explore factors effect in purchasing preferences for foreign brands versus private label brands (PLB) in urban China on the internet.

In this paper, the research is designed to investigate the factors perception mentioned above how to affect consumers' online purchasing PLB intention. Along with literature review, an online survey is conducted to test the conceptual model. LISREL 8 is used to analyses the hypothesized model and a two‐step model‐building approach is used, in which the measurement models are tested prior to testing the structural model.

Using the data collected in GuangZhou, Shenzhen, Wuhan, Shanghai and Nanjing cities, it is found that both their direct and indirect effects. Interesting to find, that Chinese consumers' exposure to online products is relatively new, it appears that searching and experience online in reducing their perceived risk of quality concern, and it affects their choice of PLB. Price consciousness is very important to choose domestic PLB across all purchase situations, whereas the other types of factors have differential impact. It seems that Chinese respondents get used to surf on the internet, that is, their perceived risk is not low, which is different from other literatures studied.

The paper offers insights into the implications for e‐marketers' management of web sites in China.

Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no significant impact on their proclivity to purchase products online. Factors that are more likely to influence purchase intention include product type, prior purchase, and, to a lesser extent, gender.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.