Determinants of Propensity to Purchase Online- Evidence from India

Abstract

The electronic retail industry is enormous, covering a great assortment of products and services. There has been an explosion in the number of retail websites since 1995, e-retail offering shares a few common elements specifically a product search faci lity ( often augmented by a product evaluation facility), an on-line purchase function and a product delivery capability. This paper is an empirical outcome to understand the determinants of e retai ling. The paper addresses the adoption, application and impact of internet technologies, used by retailers, for the promotion and sale of merchandise. Binomial Logit Regression is used to investigate the impact of attitudinal, demographic, technical and infrastructural determinants of the customer's propensity to purchase on line.