Attitude TowardsOnline Shopping: A Review of the Recent Literature

Abstract

The internet has changed the shopping attitudes and shopping choices of people. With wide range of products and services available in e-commerce sites, shopping has become easy and convenient. This study reviews the recent literature on attitude towards online shopping and highlights the theory used in the studies and suggests areas that need attention for future research. Several studies across varying contexts have used the theory of planned behaviour to substantiate the link between attitude towards online shopping and purchase behaviour. Also, studies have used the technology acceptance model to study the relationship between perceived ease of use and perceived usefulness. This study found that the main factor affecting the attitude towards online shopping is the perceived risk. Perceived risk factors must be explored further and studied so that the shoppers can enjoy the convenience and ease of online shopping with minimal risk