A STUDY OF INVESTIGATING THE ONLINE SHOPPING INTENTION OF RURAL INDIAN WOMEN

Abstract

The purpose of this study is to investigate the online purchasing intention of rural women in India. Due to the advantage of internet-supported shopping facilities, rural people gained theopportunity to shop onlineencouraging the rapid growth of rural female online consumers. This made the marketers and researchers requirethe necessity of understand the attitude and intentionsof rural women in the context of online shopping. To examine the buying behaviour of Indian rural women, the study incorporates a theory of reasoned action with factors such as shopping convenience, trust, customerservice, and consumer attitude. With the help of the questionnaire, 270 responses were collected from online shoppers from the rural areas of Thanjavur and Thiruvarur districts of Tamil Nadu. Among the four factors, the study identifies that trust has no direct influence onthe online purchase intention of rural women. However, shopping convenience and service to customers have a direct influence on the purchase intention of rural Indian women.