EFFECT OF SHOPPING ORIENTATIONS ON ATTITUDE TOWARDS ONLINE SHOPPING - A MULTIPLE REGRESSION APPROACH

Sreya R, P. T. Raveendran

Abstract


This paper examined the influence of shopping orientations on attitudes towards online shopping. Data for the study was collected from 245 post graduate students from three universities from Kerala. A structured questionnaire was used as the data collection instrument. Principal component analysis with varimax rotation produced seven factors or themes of online shopping orientations. The major themes identified were price motivation, merchandise motivation, in-home shopping motivation, experiential shopping motivation, hassle free shopping motivation, customization shopping motivation and no busy feeling shopping motivation. To assess the impact of these shopping orientations on attitudes towards online shopping, a multiple regression analysis was carried out. It was also found that except for the customization shopping motivation, rest all shopping orientation themes had a significant positive effect on attitudes towards online shopping.

Keywords


Shopping orientations, attitudes, online shopping, shopping motivations.

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DOI: http://dx.doi.org/10.21844/mijia.v12i02.6972

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