CONTENTS

Chapter

Particulars

Page No.

No.
Preface
Acknowledgement
List of Figures
List of Tables
Chapter - 1

Introduction of Online Marketing

1.1

1.2

Introduction
1.1.1

Online Marketing

1.1.1

Online Trust and Online Shopping

Perceived Risk
1.2.1

1.3

Types of perceived risk

4
4

Perceived financial risk

Perceived performance risk

Perceived time loss risk

Perceived physical risk

Perceived social risk

Perceived psychological risk

Perceived source risk

Perceived privacy risk

Consumer Behavior
Impact of digital technologies in marketing

7
7

strategies
1.4

The linkage of Online Marketing, Trust, Perceived

Risk and Consumer Behavior

References

11

Chapter - 2

Internet

14

2.1

15

2.2

Chapter 3

Internet
2.1.1

History of Internet

16

2.1.2

History of Internet in India

18

Web and the Internet

19

2.2.1

Web Browser

20

2.2.2

Web Sites

21

2.2.3

Web World

21

2.3

Internet in India: Ushership patterns

23

2.4

Motivations for Internet Usage

31

2.5

Opportunities of Internet in India

33

References

35

Internet Shopping/Internet Shopping

36

3.1

37

Introduction
3.1.1

Advantages of Online Shopping

37

3.1.2

Disadvantages of Online Shopping

41

3.2

Classification of Internet Sites

44

3.3

In-Home Shopping

45

3.4

Theories and Models of Consumer Acceptance of

47

Internet Shopping

3.5
Chapter 4

3.4.1

Technology Acceptance Model

47

3.4.2

Innovation Diffusion Theory

49

Barrier to Online Shopping

59

References

63

Literature Review

64

4.1

65

Introduction
4.1.1.

Literature Review

66

4.1.2

Types of Perceived Risk in Traditional

69

Shopping

4.1.3

Types of Perceived Risk in context of

71

Online Shopping
Chapter 5

References

94

Research Methodology

109

5.1

Introduction

110

5.2

Problem Identification

111

5.3

Development of an approach to the problem

112

5.4

Chapter 6

5.3.1

Rational of the study

112

5.3.2

Objectives of the Study

113

5.3.3

Hypothesis of the Study

114

5.3.4

Area of Information

115

Research Design

117

5.4.1

Scope of the study

118

5.4.2

Primary and Secondary data

119

5.4.3

Sampling Plan

120

5.4.4

Instrument for data collection

126

5.5

Fieldwork and Data Collection

126

5.6

Data Analysis

126

5.7

Report Preparation and Presentation

131

References

132

Data Analysis and Interpretation

134

6.1

Introduction

135

6.2

Demographic Characteristics of the Respondents

135

6.3

Demographic profile of Buyers

141

6.4

Internet Usage among Buyers and Non-Buyers

147

6.5

Demographics and online buying behavior

155

6.5.1

Reasons or preference for Buying Online

155

Age wise Analysis

158

Gender wise Analysis

170

6.6

Income wise Analysis

177

Qualification wise Analysis

185

Marital Status wise Analysis

193

6.5.2

200

Products/Services bought Online

Age wise Analysis

202

Gender wise Analysis

215

Marital Status wise Analysis

232

Income wise Analysis

249

6.5.3

263

Normally adopted payment mode

Age wise Analysis

264

Gender wise Analysis

269

Qualification wise Analysis

274

Income wise Analysis

279

Marital Status wise Analysis

285

6.5.4

290

Criteria for choosing product online

Age wise Analysis

292

Gender wise Analysis

302

Qualification wise Analysis

311

Profession wise Analysis

321

Income wise Analysis

331

Marital Status wise Analysis

342

Types of online buyers

351

Gender wise Analysis

353

Income wise Analysis

354

Marital Status wise Analysis

356

6.7

Barriers among Buyers and Non-Buyers

357

6.8

Barriers among Buyers

369

6.9

Barriers among Non-Buyers

376

Online Shopping Experience

386

6.10.1 Post purchase satisfaction

386

6.11

Intension to purchase

388

6.12

Trust in online merchants

389

6.10

Education and trust

391

Income and trust

393

6.13
Chapter 7

Exploratory Research

394

Appendix

402

Findings and Conclusions

418

7.1

Introduction

419

7.2

Major Findings of the study

419

7.3

7.2.1

Demographic Profile of Buyers

419

7.2.2

Internet usage among buyers and non-buyers

421

7.2.3

Demographics and online buying behavior

424

Reasons for purchasing online

424

Products/Services bought online

427

Normally adopted payment mode

430

Criteria for choosing product online

432

Types of online buyers

435

7.2.4

Barriers among buyers and non-buyers

436

7.2.5

Barriers among buyers

437

7.2.6

Barriers among non-buyers

437

7.2.7

Online Shopping Experience

438

7.2.8

Intention to purchase

438

7.2.9

Trust in online vendors

438

Conclusion

References

440
442

Chapter 8

Suggestions, Limitations and Scope for Future

444

Research
8.1

Introduction

445

8.2

Implications of the study for online retailers

445

8.3

Implications of the study for marketing researchers

451

and academicians
8.4

Limitations

451

8.5

Future Research

452

Bibliography