Professional Documents
Culture Documents
Paper 4
Paper 4
www.emeraldinsight.com/1355-5855.htm
APJML
31,4 Understanding female consumers’
intention to shop online
The role of trust, convenience and
1138 customer service
Received 3 October 2018
Prashant Raman
Revised 26 December 2018 Department of Management, Institute of Public Enterprise, Hyderabad, India
14 January 2019
21 January 2019
Accepted 10 March 2019
Abstract
Purpose – The purpose of this paper is to develop a model to examine the female consumer’s intention to shop
online. The rising number of female online shoppers has compelled the analysts and online vendors to believe
that understanding the attitude and behaviour of the female consumers is very crucial for their growth.
Design/methodology/approach – A conceptual model is proposed that expands the theory of reasoned
action (TRA) with three additional constructs, namely, trust, convenience and customer service. The proposed
model is examined with the help of questionnaire responses collected from 909 online shoppers from India.
Findings – The paper empirically shows that there is a significant influence of attitude, convenience, customer
service and subjective norm on the female consumer’s intention to buy online. Customer service acts as the most
crucial factor in influencing the attitude of female consumers towards online shopping. The paper also points out
that trust does not directly affect the female’s intention to shop online but indirectly influences it through attitude.
Practical implications – The paper has significant implications for practitioners. First, the results
advocate that convenience and customer service are the vital antecedents to both behavioural intention and
behavioural attitude. Second, the paper also showcases that trust influences behavioural intention indirectly
through attitude, stressing the need for the online retailers to develop consumers’ trust in online shopping.
Originality/value – The paper examines TRA framework in the context of female online shopping, while
earlier studies have concentrated completely on efficiency-based software tools like word processing,
spreadsheets, etc. The integration of the three constructs – trust, convenience and customer service – in the
TRA framework has not been studied in the past. The interaction effect of the different elements of customer
services on the female consumer behaviour has never been examined in the previous research works.
Keywords India, TRA, Trust, Convenience, Attitude, Intention, Subjective norm, Female,
Customer service, Online shopping
Paper type Research paper
1. Introduction
The last ten years or so have witnessed an immense growth in the e-commerce industry in
India primarily due to five important reasons: rise in smartphone users, the launch of 4G
networks, development in the domain of information technology, growing consumer income
and an incredible increase in the penetration of internet services. Morgan Stanley (2017)
foresees the Indian e-commerce industry to grow from $15bn in 2016 to $200bn by 2026. The
financial services company also believes that the tally of online consumers is expected to
touch 475m in 2026 from around 60m in 2016. The country will also witness a 5× growth in
the number of female shoppers by 2020 and they will increase their online spending by
twofold from 20 per cent in 2015 to 42 per cent by 2020 (Google-A.T. Kearney, 2016).
Across the globe, women hold the main responsibility of taking care of children and
elders in the family. In this caregiving role, women tend to buy products on behalf of their
spouses, children, co-workers, friends, etc. (Baldwin, 2017). In simple terms, women are
multiple markets in one. Whenever a company provides a good service to a woman, she has
Asia Pacific Journal of Marketing
and Logistics a multiplier influence on that company’s business as she represents a wide range of other
Vol. 31 No. 4, 2019
pp. 1138-1160
probable customers (Tung, 2016). As the e-commerce industry is experiencing an amazing
© Emerald Publishing Limited progress, the number of female consumers buying online is destined to increase. The total
1355-5855
DOI 10.1108/APJML-10-2018-0396 internet users in India stands at 480m in 2017 which is an increase of around 11 per cent
from 2016. Out of the total internet users, 30 per cent (144m) are females and this number is Female
continuously growing every year (IAMAI, 2018). The internet user base is increasing in consumers’
India and with it the number of women using the internet is also growing swiftly intention to
( Jain, 2014). The other reason to study the female consumer behaviour is because women are
fuelling the growth engine of the world economy (Forbes, 2014). The worldwide income shop online
levels of female consumers are estimated to reach $18 trillion by 2018 (Ernst and Young,
2013). In 2013, the total consumer spending of females globally was $29 trillion and is 1139
expected to touch $40 trillion by 2018 (Statista, 2018). In today’s scenario, women are the
most powerful consumers in the world and their representation in the workforce is more
than ever before (Kayembe, 2017). Wei et al. (2018) maintain that a large amount of the
research studies associated with online shopping behaviour pertain mainly to the western
world and very little research is carried out in other regions. Furthermore, Gehrt et al. (2012)
confirm that the Indian e-commerce industry is even less researched and relatively very few
studies have been conducted to understand the various facets and habits of Indian
consumer behaviour. Research on female online buying behaviour in India is miniscule and
only a handful of recognised research works are accessible (Kumar and Singh, 2014).
A marketer generally struggles to understand and manage the subtleties of female consumer
behaviour (Rao et al., 2018). This demands a focussed study on the various issues related to
female online shopping which leads us to the theoretical framework for the current study.
The objective of the current research is to create and statistically test the conceptual
model involving different factors affecting the female consumers’ intention to shop online.
The conceptual model incorporates trust, convenience and customer service in the theory
of reasoned action (TRA). TRA is a very prominent intention model that has been widely
used in predicting and describing consumer behaviour across many areas (Ajzen and
Fishbein, 1980) both in online and offline environment. TRA demonstrates a decent power
to predict consumer’s behavioural intention towards different types of products like
fashion, apparel, toothpaste, mineral water, etc. (Montano and Kasprzyk, 2015) and
domains such as finance, marketing, health, etc. Many theories have tried to establish the
association between attitude and behaviour, but only TRA is able to establish an
unmatched precision for predicting consumer behaviour by measuring beliefs, attitudes
and intentions (Amaro and Duarte, 2015). TRA is the most preferred model to identify the
influence of beliefs, attitudes and social factors on online purchase intentions (Lee and
Shin, 2014). Therefore, TRA is considered to be the most apt theory in the context of online
shopping studies and, hence, TRA is used as a base theory for the present study. Nick
Hajli (2014) hails trust to be an important component of the e-commerce industry. Other
existing literatures also advocate that trust has a positive influence on consumer online
purchase intention (Hsu, Chang, Chu and Lee, 2014). Bilgihan et al. (2015) in their
respective studies also mention that rise in the consumers’ trust levels, increases the
consumers’ intention to purchase a product. Hence, trust is considered to be one of the
most crucial factors in predicting consumers’ intention to shop online (Agag and
El-Masry, 2016), and is included in the TRA framework for the current study. As online
shopping can be done from the comfort of one’s homes, the facet of convenience steps in
and is considered as a major influence in online shopping. Past studies have also found
convenience to be a crucial component in online shopping (Clemes et al., 2014).
Correspondingly, Burke (1998), in his study, identifies convenience as the most commonly
cited reason for shopping online. Burke summarises the remarks of the respondents:
Shoppers appreciated the ability to visit the virtual store at any hour, and to perform other
activities, like exercise, cooking, and child care, while shopping. They could shop even when
transportation was unavailable, and avoid crowded parking lots or bad weather. The [home
shopping system] eliminated drive time and checkout time, and allowed shoppers access to distant
stores (p. 356).
APJML Thus, convenience is included in the TRA framework for the current study. Another
31,4 important element in online shopping is customer service. Past studies have
acknowledged that the customer service comprising of easy return policies, faster
delivery services, etc., provided by the online vendors have a significant influence on the
purchasing decisions of the consumers (Rao et al., 2014). Consumers typically look for
customer service when they do not get sufficient information from the website.
1140 An efficient customer service helps in reducing perceived risks (Yang et al., 2015) and
increases the intention to shop online (Pei et al., 2014). As more and more consumers are
accepting e-commerce to shop, return policy is becoming a strategic tool to increase sales
and customer loyalty (Khan et al., 2015). Very few researchers have actually studied the
impact of online retailer’s return policy on consumer behaviour (Nguyen et al., 2018;
Rao et al., 2014). Hence, customer service has been included in the TRA framework for
this study.
2. Theoretical background
2.1 Theory of reasoned action
The TRA, theorised by Fishbein and Ajzen (1975), describes the process of predicting a
human behaviour and explains the association amongst beliefs, attitudes, subjective norm,
intentions and behaviour of individuals. As per the theory, the most crucial predictor of a
person’s behaviour is identified by his/her behavioural intention to perform it. “Attitude
towards the behaviour” and the individual’s “subjective norm” determines the behavioural
intention of the individual.
A person’s attitude is the magnitude to which a he/she favours or disfavours an object
(Fishbein and Ajzen, 1975). TRA also mentions that a person’s attitude towards behaviour
comprises of a person’s belief that a certain behaviour will result in a particular outcome and
the person’s assessment of that outcome.
Subjective norm is “the person’s perception that most people who are important to him
think he should or should not perform the behavior in question” (Fishbein and Ajzen, 1975).
The definition infers that when a person decides to perform a particular behaviour, he/she
takes into account the normative expectations of others, like family friends, colleagues etc.,
which he/she thinks is important to him/her.
2.2 Trust
In online shopping, trust is the faith that the customer has on the online vendor; that he/she
will deal in a fair manner (Carter et al., 2014). The conventional brick and mortar stores have
a salesperson who acts as a source of trust for the consumers (Abbes and Goudey, 2015) but
in the online shopping context, there is no salesperson and search tools and help buttons
have taken his place, thus eliminating the very foundation of consumer trust from the
shopping experience (Cho and Sagynov, 2015). Past studies also suggest that trust forms the
basis of e-commerce (Steyn and Mawela, 2016) and acts as an important determinant
towards the success of an online retailer (Fang et al., 2014).
Trust is considered to be an essential construct in online shopping due to many reasons
(Nick Hajli, 2014). First, online shoppers are required to furnish personal details when they
purchase a product online or at the time of registering themselves on the websites. The
customers fear that this information might be shared with a third-party agency for any
unwarranted promotional activities (Akhter, 2014). Second, consumers’ perceived level of
risk increases when they share their bank account details, debit/credit cards information,
etc., with an online website, which has no physical presence (Ali et al., 2016). The buyers
may have a lurking fear about the leakage of their financial information to some unknown
entity (Akhter, 2014).
2.3 Convenience Female
In the online shopping setting, consumers are motivated by the utilitarian value involved in consumers’
buying a product online (Celik, 2016). One such utilitarian benefit is convenience of shopping intention to
online (Chiu et al., 2014). The concept of convenience in the online shopping refers to
convenience of saving time, convenience of anywhere shopping and easy price comparisons shop online
(Al-Debei et al., 2015; Hung et al., 2014). There is a large segment of population which is busy
in carrying out its day-to-day activities and have serious time constraint to physically go out 1141
for shopping (Chiu et al., 2014). They consider online shopping to be a time-saving
mechanism (Al-Debei et al., 2015). Prior studies also indicate that the elimination of travel
time and the time of standing in the long queues act as a convenience factor which greatly
influences the customers to shop online (Anesbury et al., 2016).
There are two important reasons of studying convenience as a factor in this research.
First, many researchers in the past have discussed the significance of convenience in the
development of e-commerce (Lai, 2014). Second, convenience is perceived to be the core
benefits of shopping online ( Jarvenpaa and Todd, 1997). According to the study by
Korgaonkar et al. (2014), online consumers are more convenience seekers as compared to
traditional shoppers.
H2
Attitude towards
1142 Convenience of H3 Online Shopping H7
(Blut et al., 2015). Kaur and Khanam Quareshi (2015) state that before placing an online order,
customer should have some amount of trust in online vendor as the online transaction can
require the consumer to submit financial information and other data that may be personal in
nature. Kim (2014) emphasises that the existence of trust strengthens the buyers’ confidence
and also ensures that online vendor is not involved in any kind of devious activities. Another
important component of trust is the information available on the website. A consumer
perceives a website to be trustworthy only when he/she finds that the information available on
it is complete, accurate and of high quality (Ponte et al., 2015). It has been extensively verified
in the existing literature that trust certainly influences the customers’ online buying intention
in a positive manner (Hsu, Chuang and Hsu, 2014; Lu et al., 2016; Mansour et al., 2014; Pappas
et al., 2014). Therefore, the first hypothesis is proposed:
H1. Trust in online shopping has a positive effect on the intention to buy online.
Establishing trust to positively influence consumers’ attitude is vital in the online framework
(Lim, 2015). Trust has been categorised into many different types. The two prominent types
are: trust in the website (Seckler et al., 2015) and trust in the vendor (Oghazi et al., 2018). Based
on the study by Al-Debei et al. (2015), trust helps in the formation of a positive attitude
towards transaction behaviour. Moreover, trust in a website is positively related to the
attitude towards that website (Hsu, Chuang and Hsu, 2014). Trust which is very closely
associated with risk is based on the consumer’s perception (Chen et al., 2015). While some
degree of risk is unavoidable, there is a general belief that the other participants will not
indulge in any kind of fraudulent activities (Celik, 2016). Therefore, trust creates a positive
feeling towards the seller and reduces the consumer’s perception of risk (Hsu, Chuang and
Hsu, 2014). Consumers portraying higher levels of trust have shown positive attitude and
behaviour (Al-Debei et al., 2015). Hence, it is hypothesised that trust as a behavioural belief
influences a consumer’s attitude towards online shopping:
H2. Trust in online shopping has a positive effect on the attitude towards shopping online.
4. Methodology
4.1 Questionnaire, piloting and collection of data
A questionnaire was used to gather data for the research study which was grouped into
three sections. The initial section gathered the data related to the demographic details of the
respondents. The next section tried to capture the factors (attitude, trust, convenience,
customer service and subjective norm) influencing female consumers to shop online. And
the third section encapsulated the female consumers’ behaviour and motivation to go for Female
online shopping. The variables used in the study were measured through multi-item scales consumers’
adapted from the past research works. Table I presents the adaptation and source of intention to
measurement scales used for the items in the questionnaire.
Prior to collecting the data, the face and content validity was conducted for the survey’s shop online
scale items and the general quality of the research design. The items in the questionnaire
were validated on the basis of the opinions of a focus group consisting of e-commerce 1145
academicians and professionals. The suggestions provided by the focus group helped in
modifying some of the items to make the meanings clearer. A pilot test was carried out on
the questionnaire by distributing the survey instrument to 29 female online shoppers to
check whether the items mentioned in the survey form were comprehensible and at the same
time understandable. The questionnaire was then reviewed and updated as per the remarks
and recommendations received during the pilot testing.
Data were collected from 13 states covering 90 major cities of North India via online/physical
distribution of the questionnaire. The period of data collection was from October 2015 to
November 2016. Invitation to take part in the study was directly sent to 1,500 random
Trust in online shopping Items adapted and modified from Chen (2006), Kim et al. (2011), Koufaris and
Hampton-Sosa (2004)
Trust 1 Online shopping websites are trustworthy
Trust 2 Online shopping websites are reliable
Trust 3 I trust the information mentioned on the online website
Trust 4 I believe in the policies followed by online website
Attitude towards online Items adapted and modified from Agarwal and Prasad (1999), Jarvenpaa
shopping et al. (2000)
Attitude 1 I like to shop online as it provides more variety of products
Attitude 2 Online shopping is attractive
Attitude 3 I would be more likely to shop online if extensive descriptions of items were
included
Attitude 4 I would be more likely to shop online if the pictures of the items were more
attractive
Convenience of online shopping Items adapted and modified from Brown (1990), Gehrt and Yale (1993), Yale
and Venkatesh (1986)
Convenience 1 Shopping through the internet makes ordering items convenient
Convenience 2 I shop online because I can reduce my efforts in travelling, parking,
waiting, etc.
Convenience 3 I would be more likely to shop on the internet if the website was easy to use
Convenience 4 I like to shop on the internet because it is easy to compare many products.
Subjective norms Items adapted from Hsu and Lu (2004)
Subjective norm 1 The opinions and experiences of my family affect my purchasing decision
Subjective norm 2 The opinions and experiences of my friends affect my purchasing decision
Subjective norm 3 The opinions and experiences discussed in online forums affect my
purchasing decision
Customer service offered by Items adapted and modified from Jeong et al. (2003), Kunz (1997), Walsh and
online shopping Godfrey (2000), Zhu et al. (2002)
Customer service 1 I am happy with the product return services offered in online shopping
Customer service 2 When shopping on the internet, I am happy with the delivery services
Customer service 3 I would be more likely to shop online if product returns services were
made simpler
Customer service 4 I would be more likely to shop online if faster delivery service was ensured
Intention to shop online Items adapted and modified from Limayem et al. (2000), Van der Heijden
et al. (2003) Table I.
Intention 1 Would you repeat the purchase of the same product again? Source of scales for
Intention 2 Are you willing to purchase a product on the internet? the items
Intention 3 Will you continue to make purchases on the internet? adopted/adapted
APJML respondents through e-mail/questionnaire. A total of 950 questionnaires (online/physical) were
31,4 obtained, out of which 41 were excluded due to partial responses. The final suitable respondents
for the research were 909 resulting in a 63 per cent response rate. Two sampling techniques
were used for this study: judgmental and snowball sampling. The initial set of respondents was
selected on the basis of judgemental sampling. Then, additional units were obtained on the basis
of information provided by initial sample units. Judgemental sampling was based on two
1146 parameters: the respondents considered for the study were those who had prior experience of
using internet or at least were aware about internet shopping and the sample was from major
cities of India having high internet penetration rate. A brief summary of the characteristics of
the respondents is shown in Table II.
where, λ is the standardized factor loading for item i and ε is the respective error variance
for item i.
The error variance (ε) is calculated based on the value of the standardized loading (λ) as:
ei ¼ 1l2i :
The value of ICR should be more than 0.70 to be considered as acceptable (Compeau et al., 1999).
The item loadings and cross-loadings have been obtained by conducting a factor analysis on the
data. All the 22 items show good loadings (W0.70). Table III displays items that were supposed
to converge on the same construct does converge with no high cross-loadings.
Latent construct ICR Trust Convenience Customer service Attitude Subjective norm Intention
df 233
χ2 501.23
χ2/df 2.15 ⩽ 3.00
AGFI 0.82 ⩾ 0.80
CFI 0.91 ⩾ 0.90
NFI 0.92 ⩾ 0.90
Table V. SRMR 0.06 ⩽ 0.08
Fit indices RMSEA 0.07 ⩽ 0.10
4.3 Hypotheses and model testing Female
Standardized β coefficients are calculated by examining the path coefficients in the SEM consumers’
and are reported in Table VI along with the related t-values for each construct. Figure 2 intention to
displays the path coefficients and significance levels for each hypothesis along with the
variances for the two dependent constructs: attitude towards online shopping and intention shop online
to shop online. The four constructs – attitude, convenience, customer service and subjective
norm – collectively explains 54 per cent of the variance in female’s intention to shop online. 1149
But, trust in online shopping has no influence in female’s intention to shop online. Trust,
convenience and customer service explains 49 per cent of the variance in female’s attitude
towards online shopping.
Seven of the eight hypotheses are supported (refer Table VI for estimation results for
hypotheses). It was proposed that trust in online shopping would have a positive effect on
female’s attitude towards online shopping (H2). This proposition is confirmed. It was
predicted that the convenience of online shopping would have a positive effect on female’s
intention to shop and also on female’s attitude towards online shopping. This hypothesis is
also confirmed. Hence, both H3 and H4 hold true. As hypothesised, customer service offered
by online shopping would have a positive effect on the female’s intention to shop online as
well as on the female’s attitude towards online shopping, both H5 and H6 are supported. It
was expected that female’s attitude towards online shopping would have a positive effect on
female’s intention to shop online. This expectation is supported since a positive relation of
the constructs is obtained, thus supporting H7. H8 is also supported as subjective norm
Unstandardised Standardized
Hypothesis coefficients coefficients t-statistics p-value Support
Trust in Online
Shopping 0.00
H1
0.27**
H2
Attitude towards
Online Shopping
0.14** 0.10*
(R2) 49%
Convenience of Online H3 H7 Intention to
Shopping 0.25** Shop Online
0.33** H4 (R2) 54%
H5
0.24**
H8
Customer Service Subjective Norm
offered by Online 0.08*
Shopping H6 Figure 2.
Results
APJML shows a positive effect on female’s intention to shop online. And finally, it was proposed that
31,4 trust in online shopping would have a positive effect on female’s intention to shop online.
This proposition is rejected (H1).
5. Discussion
5.1 Findings
1150 In accordance to the literature review discussed in the study, the empirical findings support
the validity of the conceptual model. The model states that consumer’s intention towards
online shopping is determined by trust, convenience, customer service, subjective norm and
attitude. The model also emphasises that convenience of online shopping emerges as the
prominent predictor of female’s intention to shop online. The three factors: trust,
convenience and customer service immensely affect the female’s attitude towards online
shopping. The model developed in this study explains 54 per cent of the variance in
consumer intention towards online shopping in India. This is significant as the value of R2 is
more than 25 per cent which establishes an extremely acceptable prediction level in
empirical research (Gaur and Gaur, 2006).
Trust. Consistent with previous research works (Mpinganjira, 2016), the result of this
study reveals that trust is an important predictor of consumer attitude towards online
shopping (β ¼ 0.27). Undeniably, the role of trust in online shopping has been immensely
accentuated in past research works (Thaichon and Quach, 2015). In fact, it has been
recognised that vendors who build high levels of trust in an e-commerce website flourish
more than those who do not (Lu et al., 2016). Privacy and security are the two major elements
of reliability and trustworthiness that act as main drivers in reducing the perceived risks
among the online shoppers. These two elements have also been commonly recognised as the
main impediments in the adoption of online shopping because of their substantial influence
on trust and their effect on forming positive attitudes (Thaichon et al., 2014).
Convenience. The result of the study divulges that convenience acts as an important
variable in forming positive attitude (β ¼ 0.14) and predicting consumers’ intention
(β ¼ 0.25) to shop online. This finding is consistent with the previous literature on
convenience (Aldousari et al., 2016). Consumers have revealed that their chief incentive to
use the internet for shopping is the convenience to shop online and ability to compare many
products at one place since a large number of retailers are available online. This finding is in
line with the previous literature where convenience is regarded as the most common factor
in motivating consumers to shop online (Kawa and Maryniak, 2018; Wagner et al., 2017).
Convenience also reveals some critical aspects from the perspective of an online
consumer. Online shopping helps the customers to search and compare products without
physically travelling and visiting different places to find good offers. Thus, it becomes
imperative for the customers to have complete description and clearer pictures of the
product. Extensive and clear description helps the consumers to know more about the
product configuration and its appearance. This is in line with the study conducted by
Duarte et al. (2018).
Customer service. The study contributes extensively in the area of customer service and
provides insights in the domain of online return services and fast and accurate delivery of
products. Customer service plays an important role in predicting the attitude (β ¼ 0.33) and
intention (β ¼ 0.08) to shop online. Consumers’ perception towards online shopping is
significantly influenced by timely delivery of product or trouble in returning the product.
Consistent with the past study conducted by Fisher et al. (2016), faster delivery of the
product acts as the major influencing factor for the customers. The other important issue in
customer service is the return policy offered by the online vendors and the ease of returning
the products. Consumers tend to have a negative attitude towards the satisfaction levels
where high amount of effort is required to return the product. This is similar to the study Female
conducted by Reimers et al. (2016). The findings of the current research are comparable to consumers’
the past studies conducted on customer services where timely delivery of products and intention to
favourable return policies offered by online vendors result in a positive attitude towards
online shopping (Aldousari et al., 2016; Minnema et al., 2018). shop online
Subjective norm. The association between subject norm and intention to shop online has
always been an inconclusive study. Some studies have either found no relationship between 1151
subjective norm and intention to shop online or have considered subjective norm to be a
weak predictor of intention to shop online (Amaro and Duarte, 2015). The current study,
however, finds that subjective norm has a positive and direct influence on intention
(β ¼ 0.24) to use online shopping. It is also important to observe here that Indian female
consumers demonstrate collectivism values and hence they are deeply influenced by the
expectations of individuals around them. This finding is similar to the past studies
conducted by Sekaran and Bougie (2016). Al-Qeisi et al. (2015) in their study reveals that
although the effects of subjective norm on intention are substantial, the effect of subjective
norm is much stronger in western cultures in comparison to the non-western cultures. On
the contrary, the current research recognises that subjective norm does have a significant
influence on non-western countries like India as well.
Attitude and intention. In this study, it is found that attitude has a positive influence
(β ¼ 0.06) on intention to shop online. This finding is in congruence with many past studies
conducted on attitude and intention (Al-Rafee and Cronan, 2006; Hsu, Chuang and Hsu,
2014). The result suggests that when consumers have a positive attitude towards online
shopping, then the intention to use internet as a shopping instrument also gets a favourable
response. This outcome is consistent with the findings of Amaro and Duarte (2015). Past
studies suggest that influence of attitude on intention is stronger than the influence of
subjective norm on intention (Dillard and Pfau, 2002; Park, 2000). But the current research
indicates that the influence of subjective norm is much stronger on intention than attitude.
Hence, social influence plays a strong role in consumer’s intention to shop online.
Trust and intention. The findings of the study reveal that trust has no direct influence on
intention to shop online but has an indirect influence on it through attitude towards online
shopping. The result of the current research is, however, contrary to the past studies
where researchers have emphasised on the importance of trust on intention to shop online
(Bilgihan, 2016). One of the major reasons for this finding is that young consumers are more
influenced by convenience and customer support. These consumers are already aware about
the online shopping channel and so other than trust, they look more for customised service
offerings, product variety and convenience of getting the product delivered to them quickly.
This finding is similar to a study conducted by KPMG (2017).
7. Conclusion
In conclusion, the current research has effectively evaluated the factors affecting the
female’s behavioural intention in an online shopping scenario. The model proposed in this
research and the different hypotheses developed are built on the TRA framework along
with the previous studies conducted on trust, convenience and customer service. The study
has found support for seven of the eight hypotheses developed. The outcome of the present
research establishes the vital role played by attitude, convenience, customer service and
subjective norm in predicting female’s behavioural intention.
References
Abbes, M. and Goudey, A. (2015), “How salespersons induce trust between consumers and retailers: the
case of French well-being stores”, International Journal of Retail & Distribution Management,
Vol. 43 No. 12, pp. 1104-1125.
Agag, G. and El-Masry, A.A. (2016), “Understanding consumer intention to participate in online travel
community and effects on consumer intention to purchase travel online and WOM: an
integration of innovation diffusion theory and TAM with trust”, Computers in Human Behavior,
Vol. 60, pp. 97-111.
Agarwal, R. and Prasad, J. (1999), “Are individual differences germane to the acceptance of new
information technologies?”, Decision Sciences, Vol. 30 No. 2, pp. 361-391.
Ajzen, I. (1991), “The theory of planned behavior”, Organizational Behavior and Human Decision
Processes, Vol. 50 No. 2, pp. 179-211.
Ajzen, I. and Fishbein, M. (1980), Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall,
Englewood Cliffs, NJ.
Akhter, S.H. (2014), “Privacy concern and online transactions: the impact of internet self-efficacy and
internet involvement”, Journal of Consumer Marketing, Vol. 31 No. 2, pp. 118-125.
Akroush, M.N. and Al-Debei, M.M. (2015), “An integrated model of factors affecting consumer
attitudes towards online shopping”, Business Process Management Journal, Vol. 21 No. 6,
pp. 1353-1376.
APJML Al-Debei, M.M., Akroush, M.N. and Ashouri, M.I. (2015), “Consumer attitudes towards online shopping:
31,4 the effects of trust, perceived benefits, and perceived web quality”, Internet Research, Vol. 25
No. 5, pp. 707-733.
Aldhmour, F. and Sarayrah, I. (2016), “An investigation of factors influencing consumers’ intention to
use online shopping: an empirical study in south of Jordan”, The Journal of Internet Banking and
Commerce, Vol. 21 No. 2, pp. 1-48.
1154 Aldousari, A.A., Delafrooz, N., Ab Yajid, M.S. and Ahmed, Z.U. (2016), “Determinants of consumers’
attitudes toward online shopping”, Journal of Transnational Management, Vol. 21 No. 4,
pp. 183-199.
Ali, N.I., Samsuri, S., Sadry, M., Brohi, I.A. and Shah, A. (2016), “Online shopping satisfaction
in Malaysia: a framework for security, trust and cybercrime”, IEEE 6th International
Conference on Information and Communication Technology for The Muslim World (ICT4M),
pp. 194-198.
Al-Qeisi, K., Dennis, C. and Abbad, M. (2015), “How viable is the UTAUT model in a non-Western
context?”, International Business Research, Vol. 8 No. 2, pp. 204-219.
Al-Rafee, S. and Cronan, T.P. (2006), “Digital piracy: factors that influence attitude toward behavior”,
Journal of Business Ethics, Vol. 63 No. 3, pp. 237-259.
Amaro, S. and Duarte, P. (2015), “An integrative model of consumers’ intentions to purchase travel
online”, Tourism Management, Vol. 46, pp. 64-79.
Anesbury, Z., Nenycz‐Thiel, M., Dawes, J. and Kennedy, R. (2016), “How do shoppers behave online? An
observational study of online grocery shopping”, Journal of Consumer Behaviour, Vol. 15 No. 3,
pp. 261-270.
Armitage, C.J., Norman, P., Alganem, S. and Conner, M. (2015), “Expectations are more predictive of
behavior than behavioral intentions: evidence from two prospective studies”, Annals of
Behavioral Medicine, Vol. 49 No. 2, pp. 239-246.
Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the
Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.
Baldwin, C. (2017), “How brands can target female consumers with promotional campaigns”, available at:
https://blog.sodexoengage.com/how-brands-can-target-female-consumers-with-promotional-
campaigns (accessed 8 January 2019).
Bilgihan, A. (2016), “Gen Y customer loyalty in online shopping: an integrated model of trust, user
experience and branding”, Computers in Human Behavior, Vol. 61, pp. 103-113.
Bilgihan, A., Nusair, K., Okumus, F. and Cobanoglu, C. (2015), “Applying flow theory to booking
experiences: an integrated model in an online service context”, Information & Management,
Vol. 52 No. 6, pp. 668-678.
Blut, M., Chowdhry, N., Mittal, V. and Brock, C. (2015), “E service quality: a meta-analytical review”,
Journal of Retailing, Vol. 91 No. 4, pp. 679-700.
Brown, L.G. (1990), “Convenience in services marketing”, Journal of Services Marketing, Vol. 4 No. 1,
pp. 53-59.
Burke, R.R. (1998), “Real shopping in a virtual store”, Sense and Respond: Capturing the Value in the
Network Era, Harvard Business School, Boston, MA, pp. 35-41.
Carter, M., Wright, R., Thatcher, J.B. and Klein, R. (2014), “Understanding online customers’ ties to
merchants: the moderating influence of trust on the relationship between switching costs and
e-loyalty”, European Journal of Information Systems, Vol. 23 No. 2, pp. 185-204.
Celik, H. (2016), “Customer online shopping anxiety within the unified theory of acceptance and use
technology (UTAUT) framework”, Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2,
pp. 278-307.
Chang, D.S. and Wang, T.H. (2012), “Consumer preferences for service recovery options after delivery
delay when shopping online”, Social Behavior and Personality: An International Journal, Vol. 40
No. 6, pp. 1033-1043.
Chau, P.Y. and Hu, P.J.H. (2001), “Information technology acceptance by individual professionals: a Female
model comparison approach”, Decision Sciences, Vol. 32 No. 4, pp. 699-719. consumers’
Chen, C. (2006), “Identifying significant factors influencing consumer trust in an online travel site”, intention to
Information Technology and Tourism, Vol. 8 Nos 3/4, pp. 197-214.
shop online
Chen, M.F. and Tung, P.J. (2014), “Developing an extended theory of planned behavior model to predict
consumers’ intention to visit green hotels”, International Journal of Hospitality Management,
Vol. 36, pp. 221-230. 1155
Chen, Y., Yan, X., Fan, W. and Gordon, M. (2015), “The joint moderating role of trust propensity and
gender on consumers’ online shopping behavior”, Computers in Human Behavior, Vol. 43,
pp. 272-283.
Chin, W.W. (1998), “The partial least squares approach to structural equation modeling”, Modern
Methods for Business Research, Vol. 295 No. 2, pp. 295-336.
Chiu, C.M., Wang, E.T., Fang, Y.H. and Huang, H.Y. (2014), “Understanding customers’ repeat purchase
intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk”,
Information Systems Journal, Vol. 24 No. 1, pp. 85-114.
Cho, Y.C. and Sagynov, E. (2015), “Exploring factors that affect usefulness, ease of use, trust, and
purchase intention in the online environment”, International Journal of Management &
Information Systems, Vol. 19 No. 1, pp. 21-36.
Clemes, M.D., Gan, C. and Zhang, J. (2014), “An empirical analysis of online shopping adoption in
Beijing, China”, Journal of Retailing and Consumer Services, Vol. 21 No. 3, pp. 364-375.
Compeau, D., Higgins, C.A. and Huff, S. (1999), “Social cognitive theory and individual reactions to
computing technology: a longitudinal study”, MIS Quarterly, Vol. 23 No. 2, pp. 145-158.
Dillard, J.P. and Pfau, M. (2002), The Persuasion Handbook: Developments in Theory and Practice,
Sage, Thousand Oaks, CA.
Ðkudienë, V., Èertokas, Ð., McCorkle, D. and Reardon, J. (2015), “The effect of e-shops’ service quality
on Lithuanian consumers’ purchase intentions”, International Journal of Business, Marketing, &
Decision Science, Vol. 8 No. 1, pp. 43-59.
Duarte, P., e Silva, S.C. and Ferreira, M.B. (2018), “How convenient is it? Delivering online shopping
convenience to enhance customer satisfaction and encourage e-WOM”, Journal of Retailing and
Consumer Services, Vol. 44, pp. 161-169.
Ernst & Young (2013), “Women: the next emerging market”, available at: www.ey.com/Publication/
vwLUAssets/Women_the_next_emerging_market/%24FILE/WomenTheNextEmergingMarket.pdf
(accessed 29 November 2018).
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E. and Lim, K.H. (2014), “Trust, satisfaction, and
online repurchase intention: the moderating role of perceived effectiveness of e-commerce
institutional mechanisms”, MIS Quarterly, Vol. 38 No. 2, pp. 407-427.
Farhana, N., Khan, T. and Noor, S. (2017), “Factors affecting the attitude towards online shopping: an
empirical study on urban youth in Bangladesh”, Australian Academy of Business and Economics
Review, Vol. 3 No. 4, pp. 224-234.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory
and Research, Addison-Wesley Publishing Co., Reading, MA.
Fisher, M., Gallino, S. and Xu, J. (2016), “The value of rapid delivery in online retailing”.
Forbes (2014), “Women: the global economic engine”, 17 March, available at: www.forbes.com/
sites/marymeehan/2014/03/17/women-the-global-economic-engine/#3e111e8e68c2 (accessed
10 January 2019).
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable
variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
Gaur, A.S. and Gaur, S.S. (2006), Statistical Methods for Practice and Research: A Guide to Data Analysis
Using SPSS, Sage Publications, Thousand Oaks, CA.
APJML Gehrt, K.C. and Yale, L.J. (1993), “The dimensionality of the convenience phenomenon: a qualitative
31,4 reexamination”, Journal of Business and Psychology, Vol. 8 No. 2, pp. 163-180.
Gehrt, K.C., Rajan, M.N., Shainesh, G., Czerwinski, D. and O’Brien, M. (2012), “Emergence of online
shopping in India: shopping orientation segments”, International Journal of Retail and
Distribution Management, Vol. 40 No. 10, pp. 742-758.
Giovanis, A.N. and Athanasopoulou, P. (2014), “Gaining customer loyalty in the e-tailing marketplace:
1156 the role of e-service quality, e-satisfaction and e-trust”, International Journal of Technology
Marketing, Vol. 9 No. 3, pp. 288-304.
Google-A.T.Kearney (2016), “Digital retail in 2020: rewriting the rules”, available at: www.atkearney.in/
documents/4773014/8192273/DigitalRetail in 2020–RewritingtheRules.pdf/392551c2-7b43-4666-
938e-2168a6bd7f6d (accessed 20 January 2017).
Hasbullah, N.A., Osman, A., Abdullah, S., Salahuddin, S.N., Ramlee, N.F. and Soha, H.M. (2016), “The
relationship of attitude, subjective norm and website usability on consumer intention to
purchase online: an evidence of Malaysian youth”, Procedia Economics and Finance, Vol. 35,
pp. 493-502.
Hsu, C.L. and Lu, H.P. (2004), “Why do people play on-line games? An extended TAM with social
influences and flow experience”, Information and Management, Vol. 41 No. 7, pp. 853-868.
Hsu, M.H., Chuang, L.W. and Hsu, C.S. (2014), “Understanding online shopping intention: the roles of
four types of trust and their antecedents”, Internet Research, Vol. 24 No. 3, pp. 332-352.
Hsu, M.H., Chang, C.M., Chu, K.K. and Lee, Y.J. (2014), “Determinants of repurchase intention in online
group-buying: the perspectives of DeLone & McLean IS success model and trust”, Computers in
Human Behavior, Vol. 36, pp. 234-245.
Hu, L.T. and Bentler, P.M. (1999), “Cutoff criteria for fit indexes in covariance structure analysis:
conventional criteria versus new alternatives”, Structural Equation Modeling, Vol. 6 No. 1,
pp. 1-55.
Hung, S.Y., Chen, C.C. and Huang, N.H. (2014), “An integrative approach to understanding customer
satisfaction with e-service of online stores”, Journal of Electronic Commerce Research, Vol. 15
No. 1, pp. 40-57.
IAMAI (2018), “Mobile Internet in India 2017”, available at: www.iamai.in/node/4990 (accessed
3 March 2018).
Jain, R. (2014), “Online spending dynamics of working women professionals in Bangalore city”, Indian
Journal of Applied Research, Vol. 4 No. 12, pp. 2-4.
Janakiraman, N., Syrdal, H.A. and Freling, R. (2016), “The effect of return policy leniency on consumer
purchase and return decisions: a meta-analytic review”, Journal of Retailing, Vol. 92 No. 2,
pp. 226-235.
Jarvenpaa, S.L. and Todd, P.A. (1997), “Is there a future for retailing on the Internet?”, in Peterson, R.A.
(Ed.), Electronic Marketing and the Consumer, Sage, Thousand Oaks, CA.
Jarvenpaa, S.L., Tractinsky, N. and Vitale, M. (2000), “Consumer trust in an Internet store”, Information
Technology and Management, Vol. 1 Nos 1/2, pp. 45-71.
Jeong, M., Oh, H. and Gregoire, M. (2003), “Conceptualizing web site quality and its consequences in
the lodging industry”, International Journal of Hospitality Management, Vol. 22 No. 2,
pp. 161-175.
Joshi, Y. and Rahman, Z. (2015), “Factors affecting green purchase behaviour and future research
directions”, International Strategic Management Review, Vol. 3 Nos 1/2, pp. 128-143.
Kaur, G. and Khanam Quareshi, T. (2015), “Factors obstructing intentions to trust and purchase
products online”, Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 5, pp. 758-783.
Kawa, A. and Maryniak, A. (2018), “Lean and agile supply chains of e-commerce in terms of customer
value creation”, in Sieminski, A., Kozierkiewicz, A., Nunez, M. and Ha, Q. (Eds), Modern
Approaches for Intelligent Information and Database Systems, Studies in Computational
Intelligence, Vol. 769, Springer, Cham, pp. 317-327.
Kayembe, D. (2017), “The silent rise of the female-driven economy”, available at: www.refinery29. Female
com/en-us/2017/12/184334/rise-of-female-driven-economy-feminist-economics (accessed consumers’
8 January 2019).
intention to
Khan, S.A., Liang, Y. and Shahzad, S. (2015), “An empirical study of perceived factors affecting
customer satisfaction to re-purchase intention in online stores in China”, Journal of Service shop online
Science and Management, Vol. 8 No. 3, pp. 291-305.
Kim, D.J. (2014), “A study of the multilevel and dynamic nature of trust in e-commerce from a cross- 1157
stage perspective”, International Journal of Electronic Commerce, Vol. 19 No. 1, pp. 11-64.
Kim, M.J., Chung, N. and Lee, C.K. (2011), “The effect of perceived trust on electronic commerce:
shopping online for tourism products and services in South Korea”, Tourism Management,
Vol. 32 No. 2, pp. 256-265.
Korgaonkar, P., Petrescu, M. and Becerra, E. (2014), “Shopping orientations and patronage preferences
for internet auctions”, International Journal of Retail & Distribution Management, Vol. 42 No. 5,
pp. 352-368.
Koufaris, M. and Hampton-Sosa, W. (2004), “The development of initial trust in an online company by
new customers”, Information and Management, Vol. 41 No. 3, pp. 377-397.
KPMG (2017), “The truth about online consumers”, available at: https://assets.kpmg.com/content/dam/
kpmg/xx/pdf/2017/01/the-truth-about-online-consumers.pdf (accessed 29 November 2018).
Kumar, V. and Singh, R. (2014), “Women online shopping: a critical review of literature”, pp. 1-9.
Kunz, M.B. (1997), Online Customers: Identifying Store, Product and Consumer Attributes Which
Influence Shopping on the Internet, The University of Tennessee, Knoxville.
Lai, J.Y. (2014), “E-SERVCON and E-Commerce success: applying the DeLone & McLean Model”,
Journal of Organizational and End User Computing, Vol. 26 No. 3, pp. 1-22.
Lee, E.J. and Shin, S.Y. (2014), “When do consumers buy online product reviews? Effects of review
quality, product type, and reviewer’s photo”, Computers in Human Behavior, Vol. 31,
pp. 356-366.
Li, H., Jiang, J. and Wu, M. (2014), “The effects of trust assurances on consumers’ initial online trust: a
two-stage decision-making process perspective”, International Journal of Information
Management, Vol. 34 No. 3, pp. 395-405.
Lim, W.M. (2015), “Antecedents and consequences of e-shopping: an integrated model”, Internet
Research, Vol. 25 No. 2, pp. 184-217.
Limayem, M., Khalifa, M. and Frini, A. (2000), “What makes consumers buy from internet? A
longitudinal study of online shopping”, IEEE Transactions on Systems, Man, and Cybernetics-
Part A: Systems and Humans, Vol. 30 No. 4, pp. 421-432.
Lo, L.Y.S., Lin, S.W. and Hsu, L.Y. (2016), “Motivation for online impulse buying: a two-factor theory
perspective”, International Journal of Information Management, Vol. 36 No. 5, pp. 759-772.
Lu, B., Fan, W. and Zhou, M. (2016), “Social presence, trust, and social commerce purchase intention: an
empirical research”, Computers in Human Behavior, Vol. 56, pp. 225-237.
MacCallum, R.C., Browne, M.W. and Sugawara, H.M. (1996), “Power analysis and determination of
sample size for covariance structure modeling”, Psychological Methods, Vol. 1 No. 2, pp. 130-139.
Mansour, K.B., Kooli, K. and Utama, R. (2014), “Online trust antecedents and their consequences on
purchase intention: an integrative approach”, Journal of Customer Behaviour, Vol. 13 No. 1,
pp. 25-42.
Minnema, A., Bijmolt, T.H., Petersen, J.A. and Shulman, J.D. (2018), “Managing product returns within
the customer value framework”, in Palmatier, R., Kumar, V. and Harmeling, C. (Eds), Customer
Engagement Marketing, Palgrave Macmillan, Cham, pp. 95-118.
Montano, D.E. and Kasprzyk, D. (2015), “Theory of reasoned action, theory of planned behavior,
and the integrated behavioral model”, in Glanz, K., Rimer, B.K. and Viswanath, K.V. (Eds),
Health Behavior: Theory, Research and Practice, Jossey-Bass, San Francisco, CA, pp. 95-124.
APJML Morgan Stanley (2017), “Morgan Stanley explains why India’s e-commerce market is a hot investment
31,4 opportunity”, available at: www.qz.com/1089559/morgan-stanley-explains-why-indias-e-
commerce-market-is-a-hot-investment-opportunity/ (accessed 17 April 2017).
Morganti, E., Dablanc, L. and Fortin, F. (2014), “Final deliveries for online shopping: the deployment of
pickup point networks in urban and suburban areas”, Research in Transportation Business &
Management, Vol. 11, pp. 23-31.
1158 Mpinganjira, M. (2016), “An investigation of customer attitude towards online stores”, African Journal
of Science, Technology, Innovation and Development, Vol. 8 Nos 5/6, pp. 447-456.
Nguyen, D.H., de Leeuw, S. and Dullaert, W.E. (2018), “Consumer behaviour and order fulfilment in
online retailing: a systematic review”, International Journal of Management Reviews, Vol. 20
No. 2, pp. 255-276.
Nick Hajli, M. (2014), “A study of the impact of social media on consumers”, International Journal of
Market Research, Vol. 56 No. 3, pp. 387-404.
Oghazi, P., Karlsson, S., Hellström, D. and Hjort, K. (2018), “Online purchase return policy leniency and
purchase decision: mediating role of consumer trust”, Journal of Retailing and Consumer
Services, Vol. 41, pp. 190-200.
Ozturk, A.B., Bilgihan, A., Nusair, K. and Okumus, F. (2016), “What keeps the mobile hotel booking
users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and
perceived convenience”, International Journal of Information Management, Vol. 36 No. 6,
pp. 1350-1359.
Pantano, E. and Viassone, M. (2015), “Engaging consumers on new integrated multichannel retail
settings: challenges for retailers”, Journal of Retailing and Consumer Services, Vol. 25,
pp. 106-114.
Pappas, I.O., Pateli, A.G., Giannakos, M.N. and Chrissikopoulos, V. (2014), “Moderating effects of online
shopping experience on customer satisfaction and repurchase intentions”, International Journal
of Retail & Distribution Management, Vol. 42 No. 3, pp. 187-204.
Parise, S., Guinan, P.J. and Kafka, R. (2016), “Solving the crisis of immediacy: how digital technology
can transform the customer experience”, Business Horizons, Vol. 59 No. 4, pp. 411-420.
Park, H.S. (2000), “Relationships among attitudes and subjective norms: testing the theory of reasoned
action across cultures”, Communication Studies, Vol. 51 No. 2, pp. 162-175.
Pei, Z., Paswan, A. and Yan, R. (2014), “E-tailer’s return policy, consumer ׳s perception of return policy
fairness and purchase intention”, Journal of Retailing and Consumer Services, Vol. 21 No. 3,
pp. 249-257.
Poleretzky, Z. (1999), “The call center, e-commerce convergence”, Call Center Solutions, Vol. 17,
pp. 76-77.
Poncin, I. and Mimoun, M.S.B. (2014), “The impact of ‘e-atmospherics’ on physical stores”, Journal of
Retailing and Consumer Services, Vol. 21 No. 5, pp. 851-859.
Ponte, E.B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T. (2015), “Influence of trust and perceived
value on the intention to purchase travel online: integrating the effects of assurance on trust
antecedents”, Tourism Management, Vol. 47, pp. 286-302.
Rao, M.B., Hymavathi, C.L. and Rao, M.M. (2018), “Factors affecting female consumer’s online buying
behavior”, Academy of Marketing Studies Journal, Vol. 22 No. 2, pp. 1-20.
Rao, S., Rabinovich, E. and Raju, D. (2014), “The role of physical distribution services as determinants
of product returns in Internet retailing”, Journal of Operations Management, Vol. 32 No. 6,
pp. 295-312.
Reimers, V., Chao, C.W. and Gorman, S. (2016), “Permission email marketing and its influence on online
shopping”, Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2, pp. 308-322.
San-Martin, S., Prodanova, J. and Jimenez, N. (2015), “The impact of age in the generation of satisfaction
and WOM in mobile shopping”, Journal of Retailing and Consumer Services, Vol. 23, pp. 1-8.
Seckler, M., Heinz, S., Forde, S., Tuch, A.N. and Opwis, K. (2015), “Trust and distrust on the web: user Female
experiences and website characteristics”, Computers in Human Behavior, Vol. 45, pp. 39-50. consumers’
Sekaran, U. and Bougie, R. (2016), Research Methods for Business: A Skill Building Approach, John intention to
Wiley & Sons, Chichester.
shop online
Sinha, P. and Singh, S. (2014), “Product characteristics vis-à-vis consumers’ risk perception: a
conceptual study of online shopping”, IUP Journal of Marketing Management, Vol. 13 No. 2,
p. 40. 1159
Slabinac, M. (2015), “Innovative solutions for a ‘Last-Mile’ delivery – a European experience”, Proceedings
of the 15th International Scientific Conference Business Logistics in Modern Management, Osijek,
pp. 111-129.
Slade, E.L., Dwivedi, Y.K., Piercy, N.C. and Williams, M.D. (2015), “Modeling consumers’ adoption
intentions of remote mobile payments in the United Kingdom: extending UTAUT with
innovativeness, risk, and trust”, Psychology & Marketing, Vol. 32 No. 8, pp. 860-873.
Statista (2018), “Women consumer spending worldwide 2013–2018”, available at: www.statista.com/
statistics/578492/women-buying-power-worldwide/ (accessed 23 November 2018).
Steyn, L.J. and Mawela, T. (2016), “A trust-based e-commerce decision-making model for South African
Citizens”, Proceedings of the Annual Conference of the South African Institute of Computer
Scientists and Information Technologists, p. 42.
Tandon, U., Kiran, R. and Sah, A.N. (2016), “Customer satisfaction using website functionality,
perceived usability and perceived usefulness towards online shopping in India”, Information
Development, Vol. 32 No. 5, pp. 1657-1673.
Thaichon, P. and Quach, T.N. (2015), “The relationship between service quality, satisfaction, trust,
value, commitment and loyalty of internet service providers’ customers”, Journal of Global
Scholars of Marketing Science, Vol. 25 No. 4, pp. 295-313.
Thaichon, P., Lobo, A., Prentice, C. and Quach, T.N. (2014), “The development of service quality
dimensions for internet service providers: retaining customers of different usage patterns”,
Journal of Retailing and Consumer Services, Vol. 21 No. 6, pp. 1047-1058.
Thakur, R. and Srivastava, M. (2015), “A study on the impact of consumer risk perception and
innovativeness on online shopping in India”, International Journal of Retail & Distribution
Management, Vol. 43 No. 2, pp. 148-166.
Tingchi Liu, M., Chu, R., Wong, I.A., Angel Zúñiga, M., Meng, Y. and Pang, C. (2012), “Exploring the
relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded
products”, Asia Pacific Journal of Marketing and Logistics, Vol. 24 No. 4, pp. 561-582.
Tung, Y.H. (2016), “Here’s why millennial female consumers will dominate e-commerce market”,
available at: https://e27.co/millenial-female-consumers-set-to-dominate-e-commerce-heres-
why-20160620/ (accessed 8 January 2019).
Van der Heijden, H., Verhagen, T. and Creemers, M. (2003), “Understanding online purchase intentions:
contributions from technology and trust perspectives”, European Journal of Information
Systems, Vol. 12 No. 1, pp. 41-48.
Wagner, G., Schramm-Klein, H. and Steinmann, S. (2017), “Consumers’ attitudes and intentions toward
internet-enabled TV shopping”, Journal of Retailing and Consumer Services, Vol. 34, pp. 278-286.
Walsh, J. and Godfrey, S. (2000), “The Internet: a new era in customer service”, European Management
Journal, Vol. 18 No. 1, pp. 85-92.
Wei, Z., Lee, M.-Y. and Shen, H. (2018), “What drives consumers in China to buy clothing online?
Application of the technology acceptance model”, Journal of Textiles and Fibrous Materials,
Vol. 1, pp. 1-10.
West, D.C., Ford, J. and Ibrahim, E. (2015), Strategic Marketing: Creating Competitive Advantage,
Oxford University Press.
Xu, L., Li, Y., Govindan, K. and Xu, X. (2015), “Consumer returns policies with endogenous deadline and
supply chain coordination”, European Journal of Operational Research, Vol. 242 No. 1, pp. 88-99.
APJML Yale, L. and Venkatesh, A. (1986), “Toward the construct of convenience in consumer research”,
31,4 in Lutz, R. (Ed.), Advances in Consumer Research, Vol. 13, Association for Consumer Research,
Ann Arbor, MI, pp. 403-408.
Yang, Q., Pang, C., Liu, L., Yen, D.C. and Tarn, J.M. (2015), “Exploring consumer perceived risk and
trust for online payments: an empirical study in China’s younger generation”, Computers in
Human Behavior, Vol. 50, pp. 9-24.
Yi, M.Y. and Davis, F.D. (2003), “Developing and validating an observational learning model of
1160 computer software training and skill acquisition”, Information Systems Research, Vol. 14 No. 2,
pp. 146-169.
Zhu, F.X., Wymer, W. and Chen, I. (2002), “IT-based services and service quality in consumer banking”,
International Journal of Service Industry Management, Vol. 13 No. 1, pp. 69-90.
Corresponding author
Prashant Raman can be contacted at: prashantraman5@gmail.com
For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com