Exploring Impact of Consumer and Product Characteristics on E-Commerce Adoption: A Study of Consumers in India


  • Sanjay K. Jain Delhi School of Economics, Delhi
  • Manika Jain ARSD College, Delhi




e-Commerce Adoption, Consumer and Product Characteristics


The paper aims at examining the impact of various consumer and product characteristics on adoption of e-commerce among consumers in India. The study is based on primary data collected through survey of consumers residing in and around Delhi. A structured non- disguised questionnaire has been employed for collecting the information from the respondents about their demographics, shopping orientations, security and privacy concerns, technological familiarity, past online shopping experiences and intentions to buy various types of products through internet in future. Past online shopping satisfaction, recreational shopping orientation, education and income emerge as significant factors affecting consumer past online purchases. In respect of future online shopping intentions, only three consumer-related factors viz., past online shopping satisfaction, past online shopping frequency and education, are found as significant predictors. Amongst product characteristics, product expensiveness is found to be negatively related to consumer future online purchase intentions. While consumers appear quite willing to buy services online that are high in their intangible value proposition, they appear somewhat ambivalent in their intentions to buy online the 'frequently purchased products'. Some of the consumer and product characteristics do influence consumer adoption of e-commerce. Study findings entail interesting implications for the marketers. They need to give adequate attention to consumer and product characteristics while designing their e-marketing strategies. As compared to goods, the surveyed respondents have expressed greater willingness to buy services online in future. Services thus appear to be more promising product category for sale through internet channel in future.


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How to Cite

Sanjay K. Jain, & Manika Jain. (2011). Exploring Impact of Consumer and Product Characteristics on E-Commerce Adoption: A Study of Consumers in India. Journal of Technology Management for Growing Economies, 2(2), 35–64. https://doi.org/10.15415/jtmge.2011.22009