International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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A CORRELATION ANALYSIS OF THE FACTORS AFFECTING CONSUMER ATTITUDE TOWARDS E-COMMERCE: AN OVERVIEW

    1 Author(s):  DR.EDAKKOTTE SHAJI

Vol -  11, Issue- 3 ,         Page(s) : 71 - 78  (2020 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

This paper throws light on the factors affecting the consumer attitude towards e-commerce in the evolving global economy. E-commerce, e-tailing and e-business have become a necessary component of business strategy and a strong catalyst for economic development. The integration of information and communications technology (ICT) in business has revolutionized relationships within organizations and those between and among organizations and individuals. Specifically, the use of ICT in business has enhanced productivity, encouraged greater customer participation, and enabled mass customization, besides reducing costs. Regardless of the widespread use of Internet in India according to e-commerce users, it is still notably low. The present study attempts to determine the success factors in improving users’ attitude towards e-commerce in India. The research model comprises four independent variables namely demographic profiles, perceived benefits, perceived ease of use, and trust, and a dependent variable namely consumers’ attitude towards e-commerce. The findings of the study show a significant and positive correlation between all four variables, and attitude toward e-commerce.

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