Measure of E-Cash on Delivery Payment Convenience Option in the Context of Demonetisation and its Effect on Customer Loyalty

  • Sudipta Kumar Jana Indian Institute of Production Management, Odisha

Abstract

The rapidly changing business environment in India, particularly after demonetization, has made marketers understand the complex behaviour of consumers. Online retailers in India do not want to miss any opportunity to serve customers in a better way and enhance customer convenience. Since the Indian market is very dynamic, it is very important to understand the different factors affecting customer purchase decision; among these different factors, customer payment options are an important factor. Although online retailers offer several modes of payment, demonetization has changed the entire equation.  This paper studies the measure of e-COD payment convenience scale, its validity, reliability and how it affects customer loyalty.  Research methods like confirmatory factor analysis and structural equation modelling have been applied with the help of SPSS and AMOS.

Author Biography

Sudipta Kumar Jana, Indian Institute of Production Management, Odisha

Indian Institute of Production Management, Odisha, India, 770034

References

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3),411-423
Byrne, B. (2001). Structural Equation Modeling with AMOS, EQS, and LISREL: Comparative Approaches to Testing for the Factorial Validity of a Measuring Instrument. International Journal of Testing,1(1), 55-86.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Guo, X., Ling, K. C., & Liu, M. (2012). Evaluating factors influencing consumer satisfaction towards online shopping in China. Asian Social Science, 8(13), 40-50.
Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12(1), 127-158.
Harn, A. C. P., Khatibi, A., & Ismail, H. (2006). E-Commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 15(5), 232-242.
Hu, L. & Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.
Kumudha, A. & Lakshmi, K. (2016). Digital Marketing: Will the Trend Increase in the Post Demonetization Period. Quest Journals Journal of Research in Business and Management, 4(10), 94-97.
Lian, J. W., & Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in Human Behavior, 37, 133-143.
Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications, 39(3), 3708-3716.
Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 421-432.
Lo, H. Y., & Harvey, N. (2011). Shopping without pain: Compulsive buying and the effects of credit card availability in Europe and the Far East. Journal of Economic Psychology, 32(1), 79-92.
Malhotra, N. K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of marketing research, 4(18), 456-464.
Nunally, J. & Bernstein, I. H. (1994). Psychometric Theory, New York, McGrawHill.
Oliver, R. (1999). Whence Consumer Loyalty? Journal of Marketing, 63 (Special Issue): 33-44.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59(10), 1160-1166.
Padmaja, P. & Mohan, D. (2015). Determinants of Consumer On-Line Buying Behavior - A Study to measure the impact of consumer demographics in online buying in Bengaluru City, India. IOSR Journal of Business and Management, 17(8), 79-86.
Silpa, K., Rajasree, P., & Balasubramanian, D. (2016). A Study on Peoples' Perceptions towards Online Shopping. Bonfring International Journal of Industrial Engineering and Management Science, 6(3), 93-95.
Smith, C. L., & Hantula, D. A. (2003). Pricing effects on foraging in a simulated Internet shopping mall. Journal of Economic Psychology, 24(5), 653-674.
Teo, T. S., Wang, P., & Leong, C. H. (2004). Understanding online shopping behaviour using a transaction cost economics approach. International Journal of Internet Marketing and Advertising, 1(1), 62-84.
Tsai, Y. C., & Yeh, J. C. (2010). Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4(18), 40-57.
Vrechopoulos, A. P., Siomkos, G. J., & Doukidis, G. I. (2001). Internet shopping adoption by Greek consumers. European Journal of Innovation Management, 4(3), 142-153.
Willemson, R., Abraham, J., & Welje, R. V. (2016). India B2C E-Commerce Report 2016 (Rep.). Amsterdam: Ecommerce Foundation.
Published
2017-07-01