Consumer Attitude towards MYNTRA Online Shopping in Digital Marketing

2020 ◽  
Vol 7 (7) ◽  
Keyword(s):  
Online Shopping ◽  
Digital Marketing ◽  
Consumer Attitude

scholarly journals From offline shopping to online shopping in Nigeria: evidence from African emerging economy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ambrose Ogbonna Oloveze ◽  
Chinweike Ogbonna ◽  
Emmanuel Ahaiwe ◽  
Paschal Anayochukwu Ugwu
Keyword(s):  
Social Influence ◽  
Direct Effect ◽  
Indirect Effect ◽  
Online Shopping ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Consumer Attitude ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Content Type

PurposeThe study builds on studies in online shopping. Existing studies in online shopping proved that it is an attraction to shoppers. In Nigeria's emerging economy the increasing Internet penetration does not equate with intention to use online shopping because it is not really used by users for online shopping. Consumers are considering it unattractive because of serious concerns that border on product quality of online shops and poor know-how on e-tech. The study sought to explore factors that could mitigate challenges to successful online shopping in Nigeria's emerging economy.Design/methodology/approachOnline survey method was used to sample 246 respondents. Measurement items were adapted from related literature. Confirmatory factor analysis and content validity were used to check the reliability and validity. A set of fit indices were used to check the goodness of fit. Data was analysed using structural equation model.FindingsResults indicate direct effects of consumer attitude, perceived usefulness and social influence on intention to use online shopping with consumer attitude shown to have a greater degree of importance towards intention to use online shopping. Thus, consumers' attitude of browsing online and going offline for purchases is dependent on attitude of like or dislike. Perceived ease of use, social influence and perceived usefulness had an indirect positive effect on consumer attitude to intention to use online shopping. Social influence is indicated to have a direct positive effect on perceived ease of use. Also perceived ease of use had a positive and direct effect on perceived usefulness.Research limitations/implicationsThe sample size is not large enough and the use of snowball sampling limits representativeness.Practical implicationsThe study indicated vital factors African emerging economies like Nigeria can use to improve consumer confidence towards intention to use online shopping and drive cashless policies. Several studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on intention to use online shopping.Originality/valueSeveral studies have missed the indirect effect of referents (social influence) on adoption of technology. The study proved that it can produce indirect effect as well as direct effect on online shopping.

scholarly journals Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective

2016 ◽  
Vol 4 (1) ◽  
pp. 90-103 ◽  
Author(s):  
Michael Adu Kwarteng ◽  
Michal Pilík
Keyword(s):  
Online Shopping ◽  
Digital Marketing ◽  
The Internet ◽  
Privacy And Security ◽  
Online Transactions ◽  
Security Issues ◽  
Internet Connection ◽  
Gender And Education ◽  
Demographic Attributes

Abstract The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers. However, in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non-existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

scholarly journals Peluang Revolusi Industri 4.0 Bidang Pemasaran: Pemanfaatan Aplikasi E-commerce, Sosial Media Instagram dan Digital Marketing terhadap keputusan Instant Online Buying Konsumen Generasi Millenial

2020 ◽  
Vol 3 (2) ◽  
pp. 86
Author(s):  
Bambang Setia Wibowo ◽  
Diaz Haryokusumo
Keyword(s):  
Social Media ◽  
Millennial Generation ◽  
Industrial Revolution ◽  
Online Shopping ◽  
Electronic Media ◽  
Positive Influence ◽  
Digital Marketing ◽  
Online Purchases ◽  
Online Buying ◽  
Positive Effect

<p><br />This study examined the influence of e-commerce application, social media instagram and digital marketing to online purchases of millennial generation consumers. Respondents of this study were 152 university students who have already shopped online at e-commerce applications, have ever seen e-commerce advertisements on electronic media and have used social media instagram for online shopping participated in this reseach. There are several findings in this study. First, e-commerce application has positive influence to online purchases of millennial generation consumers. Second, social media instagram has postive effect to online purchases of millennial generation consumers. Third, digital marketing has positive effect to online purchases of millennial generation consumers.<br />Keywords : industrial revolution 4.0, e-commerce, instagram, digital marketing, instant online buying, millennial generation consumers</p>

scholarly journals Consumer Attitude towards Online Shopping Activities of Halal Cosmetic Products in Malaysia

2020 ◽  
Vol 10 (5) ◽  
Author(s):  
Roszi Naszariah Nasni Naseri ◽  
Norfaridatul Akmaliah Othman ◽  
Mohammed Hariri Bakri ◽  
Nik Rahila Wan Ibrahim
Keyword(s):  
Online Shopping ◽  
Consumer Attitude ◽  
Cosmetic Products

scholarly journals Exploring Consumers’ Propensity For Online Shopping In A Developing Country: A Demographic Perspective

2016 ◽  
Vol 4 (1) ◽  
Author(s):  
Michael Adu Kwarteng ◽  
Michal Pilik
Keyword(s):  
Online Shopping ◽  
Digital Marketing ◽  
The Internet ◽  
Privacy And Security ◽  
Online Transactions ◽  
Security Issues ◽  
Internet Connection ◽  
Gender And Education ◽  
Demographic Attributes

The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers.  However,in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non- existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

Consumer Attitude and Loyalty in Online Shopping Environments

2017 ◽  
Vol 7 (3) ◽  
pp. 57-72 ◽  
Author(s):  
Chandra Sekhar Patro
Keyword(s):  
Online Shopping ◽  
Ease Of Use ◽  
Future Research ◽  
Consumer Attitude ◽  
Consumer Loyalty ◽  
Shopping Environments ◽  
Online Consumer ◽  
Customer Attitude ◽  
Practical Implications

In the online shopping environment, loyal customers are considered extremely valuable. Loyalty is generally attributed to satisfaction with the quality of service offered by the e-marketers' to their customers. The application of technology-based service has grown rapidly in the recent years, but the current understanding of customer retention and attitude in such contexts remains limited. The present article empirically investigates the roles of e-store facets, consumer attitude and loyalty in online shopping environments. The results posit that the e-store facets such as ease of use, credibility, price benefit, security and service quality positively influence online consumer loyalty via online consumer purchase attitude, whereas functionality and innovativeness do not have much influence on consumer attitude and loyalty. The findings afford not only practical implications for e-marketers but also directions for future research on online customer attitude and loyalty.

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