Motivator of Online Shopping: The Income Factor Dr. Mishra Pallabi Assistant Professor, Department of Business Administration, School of Management Studies, Ravenshaw University, Cuttack, India Online published on 9 November, 2015. Abstract Purpose of Research The fast moving life of professionals has created an essence of convenience and urgency in their activities and behavior. With the advent of technology and fast forward internet era online activities are on a growing trend. This growing trend in online shopping has led to the consideration of this paper which aims to explore the role of individual income as a motivator of online shopping behavior. The consumer has the convenience of sitting at one place and shopping. Methodology This study is descriptive in nature with a primary survey of customers belonging to different individual income levels. The researcher has classified respondents on the basis of their individual income earned per annum into low, medium and high category. It has respondents with no income to above 5 lakhs individual income per annum. It investigates the influence on income as a demographic factor on shopping experiences of users of the major shopping websites of India. Data has been collected both from primary as well as secondary sources. The sampling technique used is convenience in nature with a sample size of 755. Major Results The research results reveal the following issues: first, level of income doesn't have an effect on online shopping for necessary items like computer accessories.; second, customers of all income level shopped mostly during discounts and offers; third, cash on delivery and convenience of delivery of the product at doorstep and proper return facilities were motivating factors for e-shoppers; and fourth website service quality can positively influence customer shopping rates e-satisfaction and e-loyalty. Implications The managers can benefit immensely from the results. Customers are offer driven in case of all items except necessary and emergency goods. The necessary items would sell even if there is no discount and offers on them. For other items offers and discounts influence the shopping behavior. The higher the offer the better the sale. Moreover to gain competitive advantage online marketers need to provide products and brands of higher value to customers. The cash on delivery facility should be applied to all product categories across the country so that every customer benefits from it. Care should be taken to manage reverse logistics as there should be a pick up facility from the delivered address if the product is not liked by the customer. Other services associated with the shopping process such as customer complaint handling and order processing should be made easier and smoother. Originality/Value This paper studies the gap in literature on motivator of individual income on online shopping trend. Extant literature has found studies on the relationship between household income and online shopping but not on individual income. Moreover the income has been categorized into low, medium and high levels of income as motivators for online buying behavior. It further draws on the research domino effects for implications for shopping website management and design, then suggests some ways to enhance performance for the website shopping industry. Top Keywords online shopping, consumer behavior, income level, motivation, websites. Top |