COMPARING ONLINE SHOPPERS AND NON-ONLINE SHOPPERS WITH RESPECT TO THEIR INTENTIONS TO SHOP ONLINE

Abstract

With the advent of e-commerce, Indian shoppers can be categorized as those shopping online (online shoppers) and those shopping through traditional brick’n’mortar shops (non-online shoppers). These two categories of shoppers vary widely in their demographic backgrounds, internet usage patterns and shopping orientations, as has been evidenced by the past researches. The study proposes to examine whether online shoppers and non-online traditional shoppers in India have different intentions to shop online. If so, to identify the reasons for such differences. Frequency analysis, t-test, ANOVA and correlation coefficients were used analyze the data. It was observed that online shoppers and non-online traditional shoppers differ significantly in their intentions to shop online. These differences were attributable to age, computer and internet use expertise, product price, brand, shopping orientations and technology familiarity of the respondents. The study, therefore, suggests that in order to design successful marketing-mix program online marketers should consider the differences in the intentions to shop online of online and non-online traditional shoppers.