An Empirical Study of Key Parameters that Impact Purchase Decisions of Consumers Who Use E-Commerce Websites for Online Shopping in India

Electronic Commerce has experienced a rapid growth all over the world during the last few years. It is a new modern-day business technique by which businesses and consumers buy and sell goods and services through an electronic media. It has not only helped in increasing the speed of service delivery but also helped in reducing the cost factors also. It addresses all the issues from the view points of all the stakeholders i.e. organizations, merchants and consumers in a very efficient manner. This mode of commerce is destined to be the future of shopping in the entire universe as the leading e-commerce companies such as Snapdeal, Alibaba, Jabong, Flipkart, Amazon, Ebay are paving the way towards the growth and development of this concept. Most of the companies have now started running their on-line portals for also selling their branded products and specialized services through internet. As per Internet and Mobile Association of India, the domestic digital commerce market is expected to register a much higher growth in the coming years because of better internet penetration, increase in trust level and pricing advantage. As such, it has become important for all the stakeholders to know more and more about the e-attitude of the consumers, triggering an idea of conducting an extensive study on e-commerce shopping in India.This study investigated the preference of buyers to gather information through internet in comparison to the information provided by the branded companies. This study has observed that the present day consumers are more efficient and expert in collecting information through internet and they believe less on the information provided by the branded companies before taking a final decision on purchasing the required products. Using Multiple Regression Model, Means Comparison Analysis and Demographic Details, the study gave decent business insights into the Indian online consumer's cognitive decision making. This study concludes by observing that consumers gain more experience through the use of internet and get the better information than just relying on the information provided by the advertising of the same products and services by the brick and mortar companies