A STUDY ON IMPACT OF CUSTOMERS ATTITUDE ON ONLINE SHOPPING AT KOTTAYAM

Abstract

Online shopping has become an important component of the modern retail environment in India. The growth of internet connectivity, smartphones, digital payments and e-commerce platforms has changed consumers' purchasing practices. Consumers can now search for products, compare prices, read reviews and place orders without visiting physical stores. However, the availability of online shopping does not necessarily result in a positive attitude among all customers. Customers evaluate online shopping according to convenience, price, product variety, usefulness, trust and perceived risk. Website usability, payment security, delivery performance and return facilities can also influence the overall shopping experience. Previous Indian studies have reported that convenience and perceived usefulness are important determinants of online-shopping attitudes. Research has also identified trust and perceived risk as significant considerations in consumers' online purchasing decisions. Recent evidence indicates that utilitarian and hedonic values can influence customers' attitudes towards online shopping. Studies have further demonstrated a relationship between positive online-shopping attitudes and purchase intention. Kerala provides an appropriate setting for examining these developments because digital commerce has expanded across urban and semi-urban markets. The study proposes to examine customers' perceptions of convenience, price, product information, trust, security, delivery and customer service. It also considers the role of demographic and behavioural characteristics in shaping customers' attitudes.