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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.

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.

Many service firms measure satisfaction or quality on an attribute level. Halo effects between attributes have been shown to exist in many contexts mainly in social psychology and human resource management. In marketing, halo effects have been examined nearly exclusively in consumer decision making. Examines for the first time the existence of halo effects in consumer satisfaction. Employs a true experimental design. Expectations and performance of a single service attribute were manipulated and all other attribute levels were held constant. Finds the existence of strong halo effects which could have led to wrong conclusions and managerial actions in an applied context.