ISSN 2394-5125
 

Research Article 


AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui.

Abstract
Marketers are harboring the belief that physical shopping has been substantially replaced by Ecommerce
transactions, hence the firms are adapting to the paradigm shift that is taking place in terms of new
market spaces. This study focuses on gaining an insight into perception of consumers towards online shopping.
EFA has been employed to obtain underlying perceptual dimensions representing perception of consumers
towards online shopping. Thereafter Canonical correlation analysis has been used to analyze the relationship
between acceptance of online shopping and the attitudinal dimensions (of respondents). The analysis revealed
that consumers who indulged in online shopping and were harbingers of positive word of mouth had a strong
acceptance of online shopping indicating that greater acceptance led to frequent online shopping. Also the
positivity in the attitude of consumers was strongly affected by their perceived utility value (of online shopping)
and their level of comfort with use of technology.

Key words: Online shopping, consumer perception, marketing strategies, Canonical correlation analysis.


 
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Pubmed Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. JCR. 2020; 7(19): 7315-7326. doi:10.31838/jcr.07.19.832


Web Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. http://www.jcreview.com/?mno=135933 [Access: January 05, 2021]. doi:10.31838/jcr.07.19.832


AMA (American Medical Association) Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. JCR. 2020; 7(19): 7315-7326. doi:10.31838/jcr.07.19.832



Vancouver/ICMJE Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. JCR. (2020), [cited January 05, 2021]; 7(19): 7315-7326. doi:10.31838/jcr.07.19.832



Harvard Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui (2020) AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. JCR, 7 (19), 7315-7326. doi:10.31838/jcr.07.19.832



Turabian Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. 2020. AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. Journal of Critical Reviews, 7 (19), 7315-7326. doi:10.31838/jcr.07.19.832



Chicago Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. "AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING." Journal of Critical Reviews 7 (2020), 7315-7326. doi:10.31838/jcr.07.19.832



MLA (The Modern Language Association) Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui. "AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING." Journal of Critical Reviews 7.19 (2020), 7315-7326. Print. doi:10.31838/jcr.07.19.832



APA (American Psychological Association) Style

Dr. Shalini N Tripathi, Dr. Masood H Siddiqui (2020) AN ANALYTICAL APPROACH TO DECIPHERING CUSTOMER PERCEPTION WITH REFERENCE TO ONLINE SHOPPING. Journal of Critical Reviews, 7 (19), 7315-7326. doi:10.31838/jcr.07.19.832