Impact of Personal Innovativeness on Customers Online Shopping Attitude of Cosmetic Products in Tirunelveli District
Published: 2016
Author(s) Name: R. Subhalakshmi, R. Christina Jeya Nithila |
Author(s) Affiliation: Xavier Institute of Business Administration, Tirunelveli, Tamil Nadu, India
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Abstract
The implausible changes in the worldwide shopping trend and trade, has made the researchers to turn their attention towards e-retailing. This study aims at investigating the impact of personal innovativeness of the customers in determining their online shopping attitude of cosmetic products in Tirunelveli district. The study involves convenience sampling method in which 316 online cosmetic buyers were made to participate. The data collected using questionnaire is analyzed using appropriate statistical tools. The findings indicate that the independent factor - personal innovativeness has significant influence on the customers online shopping attitude of cosmetic products. The demographic factors - marital status, age, education, occupation and level of income are found to influence the personal innovativeness of customers online shopping attitude of cosmetic products.
Keywords: Online Shopping, Cosmetics, Attitude, Tirunelveli, Personal Innovativeness
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