摘要：As per the ASSOCHAM-Resurgent survey (2016), around 70 million people in India shopped for something online, and this number is expected to cross 100 million by 2017. This fact clearly reverberates the fact that Indian e-commerce has come a long way. The objective of this paper is to analyse the factors that influence online shopping behaviour of existing online shoppers of India, with a focus on driving continued usage. The study also examines product-specific purchase behaviour of online consumers through a multi-group moderation analysis conducted for electronics and fashion goods. A comprehensive research model was proposed, integrating relevant constructs from existing literature. The model was, then, empirically tested using structural equation modelling on primary data collected through self-administered survey. Data was collected from 344 online shoppers with prior shopping experience. The results showed that perceived usefulness and perceived risk were the top two significant predictors of online purchase intention for Indian consumers. Based on multi-group moderation analysis findings, the study advocated e-commerce companies to build product-specific strategies as different product characteristics require different channel capabilities to enhance the online shopping experience.
