An Exploratory Study to Identify Indian Consumers’ Perceived Website Quality Dimensions of E-Tailers

Background/Objectives: The internet has given rise to innovative ways of conducting business. The present study attempts to identify the quality dimensions of E-tailing websites based on the perception of Indian consumer and hence examination of its stability across the section of the same. Methods/Statistical Analysis: An empirical investigation is done by conducting a survey of 200 online consumers. For the purpose of survey a questionnaire has been developed where items have been identified with the help of relevant literatures. A part of the questionnaire is related to demographic information. Later developed model has been compared in terms of age, gender, occupation and internet usage to understand whether it varies across the said parameters or not. Findings: Five factors or dimensions are obtained and those are easy, secured and multiple payment options (Factor_1), low risk oriented (Factor_2), transparency in transaction (Factor_3), attractive website design (Factor_4), and quasi reality in place of touch and feel (Factor_5). Also this study empirically validates that consumers engage in online shopping when they are ensured of payment security and perceive the transactions as transparent. Consumer prefers to deal with low risk situation. Albeit of less importance but attractiveness of the website is also important. Since touch and feel is not possible consumers are interested for quasi reality of the product usage and features and thus this dimension is named as ‘Existence of quasi reality in place of touch and feel’. This particular dimension has not been portrayed in previous studies. This study has added value to the existing literature since there is an absence of a comprehensive study in Indian context. A few outcomes of this study are in accordance with the findings of some existing research. Application/Improvements: The result of this study shall help the E-tailers to understand what features are to be included in their websites to induce consumers to make purchases from their websites.