Influencing factors for Indian customer's purchase intentions for online shopping

Understanding of different behavioural aspects of Indian consumers and accordingly designing the online shopping experience for particular customer segments is the need of businesses, it necessitates behavioural research to examine and predict the behaviour and purchase intentions of Indian consumers. This research is conducted to explore the influencing factors of customer's purchase intention in India where purchase is a family decision and complex because of its socio-cultural settings. The study tests the unified theory of acceptance and use of technology2 (UTAUT2) extended model in the Indian context to study factors influencing customer's purchase intention in online shopping. Samples of 630 respondents are collected. Socio-cultural context would also play a significant role in the degree of influence of purchase intention. The moderating impact of age, gender, marital status, and education are also studied. This study extends UTAUT2 model by adding marital status and education level as a moderating variable.