Factors influencing online shopping in rural India: A review

Sanal Kumar Velayudhan ()
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Sanal Kumar Velayudhan: Indian Institute of Management, Kozhikode

No 314, Working papers from Indian Institute of Management Kozhikode

Abstract: Online shopping is growing rapidly but rural markets have low acceptance of this retail channel. Literature on rural online shopping is scarce and so the literature examining the influences on online shopping is used to draw inferences for rural markets. The review examines the influence of consumer characteristics on online shopping, product characteristics influence on online shopping, relative competitive ability of online and off-line retail business and their influence on online shopping and the influence of infrastructure on online shopping. The review of online shopping literature is used to draw implications for decision making and also to understand the research issues for online shopping in rural markets.

Keywords: Online Shopping; Rural India; Consumer Characteristics (search for similar items in EconPapers)
Pages: 12 pages
Date: 2019-03
New Economics Papers: this item is included in nep-pay
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