Open Access Open Access  Restricted Access Subscription or Fee Access

An Empirical Investigation of Factors Affecting Women’s Online Purchase Intentions

NEHA KATIYAR, K. R. Chaturvedi, Abhinav P. Tripathi



With the rise in internet penetration, internet subscribers in India are expected to rise from 445.96 million in 2017 to 829 million by 2021 and by 2025, approximately 220 million people would shop online as per BCG report on Digital Spending in India.  The shift in the online buyer profile from a male dominant segment to female buyer group would encourage & provoke retailers to think & re-design their strategies. The paper examines women’s perception & inclination towards online shopping. It also investigates the shopping orientation of the different group of females as per their demographic profile. A self- administered questionnaire was developed to explore the factors or variables affecting online shopping which were identified through a review of literature and secondary research. Questions are framed to explore the underlying factors or variables which lead to online purchase. Data were collected from 142 female online buyers. Various instruments were used through spss to analyze the collected data. The findings show the difference in women’s attitude & willingness towards online purchase. On the basis of the analysis of this research, a distinctive women profiling can be done who buy products online. Online retailers can be benefitted by knowing the perception of women towards online purchase.


Keywords: Online shopping, Website Attributes, Online buying Behaviour, Online purchase, IAMAI (Internet and Mobile Association of India)  

Cite this Article
Neha Katiyar, K.R.Chaturvedi, Abhinav P. Tripathi. An Empirical Investigation of Factors Affecting Women’s Online Purchase Intentions. E-Commerce for Future & Trends. 2019; 6(2): 18–29p.

Full Text:



  • There are currently no refbacks.

This site has been shifted to