Understanding Research Online Purchase Offline (ROPO) Behaviour of Indian Consumers

Utkal Khandelwal, Seemant Kumar Yadav and Yogesh Kumar
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Utkal Khandelwal: GLA University, Mathura, India
Seemant Kumar Yadav: GLA University, Mathura, India
Yogesh Kumar: GLA University, Mathura, India

International Journal of Online Marketing (IJOM), 2020, vol. 10, issue 1, 1-14

Abstract: E-commerce business is increasing at a huge speed in India but still bigger cake is in the hand of offline retailers. Because of the easy accessibility of internet, a unique kind of consumer behaviour has been seen where the consumer searches products and information through internet and then purchases offline. This article accesses the factors why consumers research online and purchase offline. The objective of this study is measuring attitude towards ROPO behaviour. For this, a survey method has been used and data was collected online and offline. The principal component factor analysis technique is used in order to investigate the common factors that might explain underlying reasons for ROPO behaviour. It was found that factors affecting ROPO behaviour are product knowledge and information, online shopping infrastructure, quick possession, risk reduction, and shopping experience among Indian consumers. The findings of this study provide important insights for the e-commerce platforms which have spent money trying to be competitive and do not get the expected conversion.

Date: 2020
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