A Study on Consumer Attitude towards E-Commerce




In the emerging global economy, e-commerce and e-business have increasingly become a necessary component of business strategy and a strong catalyst for economic development. The integration of information and communications technology (ICT) in business has revolutionized relationships within organizations and those between and among organizations and individuals. Specifically, the use of ICT in business has enhanced productivity, encouraged greater customer participation, and enabled mass customization, besides reducing costs. Regardless of the widespread use of Internet in India according to e-commerce users, it is still notably low. The present study attempts to determine the success factors in improving users’ attitude towards e-commerce in Sagar (M.P.). The research model comprises of four independent variables namely demographic profiles, perceived benefits, perceived ease of use, and trust, and on dependent variable namely consumers’ attitude towards e-commerce.. The findings of the study show a significant and positive link between all four variables, and attitude toward e-commerce.

Keywords:  E-commerce, E-business, information technology, internet.

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ISSN : 2251-1555