Consciousness of Online Shopping Consumer Buying Behaviour: An Exploratory Study of Indian Consumer
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International Journal of Research and Review
Vol.7; Issue: 3; March 2020
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237
Consciousness of Online Shopping Consumer
Buying Behaviour: An Exploratory Study of Indian
Consumer
Faize Ali Shah1, Vanshika Tandon2
1
Research Scholar, Department of Management, Faculty of Social Sciences, Dayalbagh Educational Institute,
(Deemed University), Dayalbagh, Agra India. 282005.
2
Student, Symbiosis Centre For Distance Learning, Symbiosis Bhavan, 1065 B, Gokhale Cross Road, Model
Colony, Pune, Maharashtra India. 411016
Corresponding Author: Vanshika Tandon
ABSTRACT while perceived usefulness and consumer
behaviour were not stimulated by self-
As time has elapsed, technological consciousness to a notable extent.
transformations have metamorphosed how
customers shop and this has inevitably resulted Keywords: Consciousness, Consumer
in the recognition of varied wired marketplaces. Behaviour, Attitude, Multilevel Analysis
The ability of the internet to reach even the
remotest of locations and providing detailed INTRODUCTION
knowledge regarding products has exposed Self-consciousness can be
consumers to a world of information. Due to interpreted as the core disposition of an
great exposure, online buyers have become self- individual to initiate a direction of bringing
conscious when it comes to their buying
responsiveness and attention to oneself. This
decisions. Self-consciousness relates to an
individual’s tendency to be aware of his arises as a dispositional tendency dedicated
surroundings and taking buying decisions in to single-mindedness on private
accordance with this psychological characteristics of not only the self, but also
phenomenon. For online buyers, perceived on public aspects of the individual
usefulness as well as ease of use are dominant concerned. [1] According to eminent
when it comes to accepting online shopping as a researchers, when an individual has
medium to satiate their desires in a convenient different tendencies of self-awareness, self-
way. Relatively, this research paper proposed to consciousness crops up. [2] While it is
explore the relationship of self-consciousness of exemplified by some where the concept of
online buyers with perceived ease of use and self-consciousness, also known as self-
perceived usefulness and how they affect online
awareness, is elaborated as a transient state
consumer’s attitude thereby dominating their
buying behaviour through multilevel of consumer who tends to dynamically
investigation of self-consciousness as a examine himself before undertaking any
determinant of online shopping. Data was transaction in order to satiate his desires. [3]
collected by the aid of self-structured There are two sub-categories of self-
questionnaires from 400 respondents belonging consciousness as analysed by many eminent
to four big cities of Uttar Pradesh. Multilevel researchers that is public self-consciousness
regression analysis was opted by the researcher and private self-consciousness. It is essential
for the scrutiny of the impact of self- to critically examine these aspects of
consciousness on independent variables. It was consumer psychology as they create impact
analysed that self-consciousness created an on their attitude and buying choices.
impact on both perceived ease of use and
attitude of consumers towards online shopping
International Journal of Research and Review (ijrrjournal.com) 316
Vol.7; Issue: 3; March 2020Faize Ali Shah et.al. Consciousness of online shopping consumer buying behaviour: an exploratory study of
Indian consumer
Public self-consciousness is an “the degree to which a person believes that
aspect of temperaments in which an using a technology will be free from effort.”
[10]
individual holds a perception that the self is So, it can be stated that perceived ease of
a social object. Relatively, persons who use as well as perceived usefulness affect
have a high public self-consciousness tend buyer attitude towards shopping on the web
to become apprehensive about their overall and so in-depth analysis of this might
appearance in front of others. [4] Public self- influence the buying patterns of self-
consciousness can also be defined as a conscious consumers by altering their
factor inducing consumption decisions of a attitudes.
shopper for social reasons. [5] When it Attitude of a consumer determines
comes to private self-consciousness, it can his level of interest in a commodity so that
be stated that private self-consciousness he is induced to purchase it which
comprises of those self-attentional traits of a ultimately affects his willingness to become
person that dominate their nature. [6] Private a patron. If the definition is analysed,
self-consciousness is also interpreted as "the shopper attitude refers to a physical
tendency to think about and attend to the predisposition that is voiced and articulated
more covert, hidden aspects of the self that by evaluating a particular article coupled
might involve one's privately held beliefs, with an essence of favour or disfavour. [10]
aspirations, values, and feelings." [7] In accordance with some researchers,
As proposed in this paper, perceived consumer attitudes towards online shopping
usefulness can be understood as a subjective as a factor deliberately explain his
likelihood of an individual delivering that psychosomatic condition in terms of buying
online purchasing might optimistically on the internet. [11] Attitude is found to have
affect their performance. Further on, this an undeviating effect on the intention of
relays to the concept of relative advantage buyers to use technology. [10], [12]
as suggested by Roger’s Self Theory [8] Consequently, a few analysts have entitled
stating that a technology is hastily adopted that perceived ease of use and usefulness
by customers on the condition that it is have a direct linkage with punter attitudes
interpreted as a source of value. [9] toward usability that further constructs a
Perceived ease of use is an eminent part of framework of intention to use. [13]
the Technology Acceptance Model, [10] It is
Online shopper attitude categorically opted for a modelling approach for
explains their buying behaviour in wired divulging the concealed consumer segments
marketplaces. It should not be forgone that based on their online buying patterns. [15]
behavioural intention stimulates the actual Hence, the researcher has attempted
buying behaviour of shoppers who are quite to interpret those facets of consumer mind-
self-aware as proposed by the researcher set that affects their buying choices in self-
through this model. As suggested by realization and critical judgement of oneself.
scrutinizers, consumer buying behaviour is a By the aid of a formulated model, these
core element of strategic market planning by relationships are thoroughly investigated
any merchandiser. [14] Researchers have through the exploration of self-
International Journal of Research and Review (ijrrjournal.com) 317
Vol.7; Issue: 3; March 2020Faize Ali Shah et.al. Consciousness of online shopping consumer buying behaviour: an exploratory study of
Indian consumer
consciousness of online buyers with Normality was conducted through skewness
perceived ease of use and perceived and thereby verified by graph. Further on,
usefulness and how they affect online homoscedasticity was performed through
consumer’s attitude thereby dominating plotting the data on the graph and it was
their buying behaviour through investigation thus revealed that there was linearity in the
of self-consciousness as a determinant of data obtained so it was found apt by the
online shopping. researcher to further investigate the data
thoroughly.
MATERIALS & METHODS
Objectives of Study Statistical Analysis
This paper is aimed at fulfilling the In order to study the dimension of
following objectives through thorough self-consciousness and analyze its impact on
scrutiny and investigation. perceived usefulness, perceived ease of use,
1. To study the dimension of self- attitude and consumer buying behavior, step
consciousness as a determinant of online by step linear regression analysis was put
shopping behaviour. forth for scrutiny as it explores the impact of
2. To analyse the impact of self- a dependent variable on independent
consciousness on online shopping consumer variables. Self-consciousness was taken as a
behaviour. dependent variable while the others are
assumed to be independent variables.
Hypothesis
The hypotheses proposed by the researcher RESULT
for investigation and accomplishing the
aforementioned objectives are elucidated as Linear Regression Analysis Table
under: R R2 B T Sig
SC PU 0.429 0.184 0.429 4.005 0.000
SC PEU 0.202 0.041 - 0.155 - 1.699 0.94
H01: There is no significant impact of self- SC A 0.024 0.001 - 0.036 - 0.199 0.843
SC CB 0.411 0.169 -0.392 -3.712 0.000
consciousness on Perceived Usefulness. Note: Regression is significant at 0.05 level; SC, Self-
H02: There is no significant impact of self- Consciousness; , PU, Perceived Usefulness; PEU, Risk Perceived
Ease of Use; A, Attitude; CB, Consumer Behaviour.
consciousness on Perceived Ease of Use.
H03: There is no significant impact of self-
Interpretation
consciousness on Attitude.
As scrutinized through the linear
H04: There is no significant impact of self-
regression analysis table, it is
consciousness on Consumer Behaviour.
unambiguously evident that the first
hypothesis proposing that “There is no
Methods
significant impact of self-consciousness on
In order to achieve the objectives of
Perceived Usefulness”, is not accepted (t =
this paper and for analyzing data was
4.005, p = 0.000), thereby conveying that
collected from 400 residents of the four big
self-consciousness does not stimulate
cities of Uttar Pradesh encompassing Agra,
perceived usefulness of online buyers.
Ghaziabad, Kanpur and Lucknow through
Further on, the next hypothesis validating
self-structured questionnaires. The
that “There is no significant impact of self-
researcher found apt to use non-probability
consciousness on Perceived Ease of Use”, is
sampling techniques of judgmental
failed to reject (t = -1.669, p = 0.94) holding
technique and convenience sampling.
true that perceived ease of use is not
Reliability check of the data collected was
dominantly impacted by self-consciousness
performed through Cronbach’s alpha and
of online buyers. When it comes to the third
the resultant reliability value was found to
hypothesis which states that “There is no
be greater than 0.75 and this data indicated a
significant impact of self-consciousness on
value of 0.80. The test of Distribution
Attitude”, had to be accepted by the
International Journal of Research and Review (ijrrjournal.com) 318
Vol.7; Issue: 3; March 2020Faize Ali Shah et.al. Consciousness of online shopping consumer buying behaviour: an exploratory study of
Indian consumer
researcher (t = -0.199, p = 0.843) thus comparison of fashion consumer groups and
holding true that consumer attitude is gender International Journal of Consumer
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