Consumer behaviour and online shopping: the study of online shopping adoption (with reference to Lucknow city)

Considering the rapid growth of online shoppers and their interests in shopping online, we planned our study. Our study identifies the factors that influence the behaviour of consumers to shop online and the intensity of the factors to which it is considered as a deciding variable. Data were collected from 384 respondents from Lucknow city using a structured questionnaire. Convenience sampling was used for collecting the data. We used linear regression to develop our model. The result of linear regression showed that information search and electronic word of mouth were the most important factors and had an influence on online shopping adoption. We used Spearman's correlation to quantify the intensity of these factors on consumers' online shopping behaviour.