Role of Online Shopping Attributes in Facilitating E-Buying Behaviour

Over the years, online shopping has grown by leaps and bounds as consumers become more aware and net savvy. This boom in online shopping has led to a spurt in the number of ecommerce or online shopping websites coming up. Customers today are spoilt for choice and display a myriad of actions and responses while shopping online. This paper aims to throw light on the impact that online shopping attributes comprising of e-retail website attributes (such as privacy and safety, website atmosphere, website usability, trust, order fulfillment and customer support, and interactivity and connectivity) and consumer attributes (such as perceived self-efficacy and ease of use, perceived skills while shopping, perceived control while shopping, online shopping attitude, perceived risks, website reputation and telepresence) have on online buying behavior/e-buying behaviour with respect to online customer experience. The data analysis for the study was done by using statistical tools such as descriptive statistics and regression analysis using SPSS. The results of the study indicate that “privacy and safety” attributes of online shopping websites have the most impact in shaping consumers' online buying experience. It was also found that “perceived self efficacy and ease of use” is the most important consumer attribute while shopping online