Influence of Product Types on Consumer’s Attitude towards Online Shopping: An Empirical Study in the Indian Context

Hemamalini K.


The study empirically examined the product types of online shopping within a proposed model with respect to
factors like personal internet awareness, product involvement, attitude and reason to shop online. Although prior
research projects have examined the factors that impact the adoption of technology or Internet, there is limited
empirical work in the Indian context which simultaneously captures the information on online shopping for
different product types. The study found that product involvement, attitude and reason for online shopping varied
with different product types.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

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