Faculty of Management and Commerce, South Eastern University of Sri Lanka
Abstract
The growth rate of India’s e-commerce industry is fascinating. It was reported as 88% in
2013 which is a clear contrast picture of the slower economic growth of India. The purpose
of this study is to analyse factors affecting on e- shopping behaviour of working women in
Chennai city that might be one of the most important issues of e-commerce and marketing
field. However, there is very limited knowledge about online consumer behaviour for
women because it is a complicated socio-technical phenomenon and involves too many
factors. One of the objectives of this study is covering the shortcomings of previous studies
that didn't examine main factors that influence on online shopping behaviour for working
women. Purchasing items and products through the web is a very easy task to do. It is now
playing a very important role in everybody’s life especially working women with a very
busy life schedule. This goal has been followed by using a model examining the impact of
perceived risks, infrastructural variables and return policy on attitude toward online
shopping behaviour and subjective norms, perceived behavioural control, domain specific
innovativeness and attitude on online shopping behaviour as the hypotheses of study. To
investigate these hypotheses 90 questionnaires dispersed among online stores. Respondents
to the questionnaire were women consumers of online stores in which randomly selected.
The statistical tools used to analyze the data with reference to the selected objectives of the
study is factor analysis. The proposed conceptual model was developed and tested through
a factor analysis to reduce data dimensions
