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The purpose of this paper is to validate the conceptual model that presents the determinants of Tier 2 consumer’s online shopping attitude and the interrelationships among the constructs across the three Tier 2 cities in India.Design/methodology/approachThe paper uses survey-based data from three Tier 2 cities of North India – Kota, Agra and Jalandhar and uses a combination of statistical techniques to assess psychometric properties of the scales and conduct the measurement and structural invariance.FindingsThe findings of the paper reveals that technology readiness, consumer innovativeness, fondness for branded products and perceived brand unavailability act as determinants of online shopping attitude and there is a positive relationship between online shopping attitude and online purchase intention among Tier 2 consumers in India while perceived offline hedonic value do not have any significant impact.Research limitations/implicationsFuture researchers can use this model with additional confidence given its cross-segment robustness.Practical implicationsOnline marketers can use the antecedents identified in this study to develop and encourage positive online shopping attitude in small town India.Originality/valueThis research paper is the first one that investigated online shopping attitudes of Indian Tier 2 consumers. Importantly, it validated the determinants of online shopping attitude among Tier 2 consumers. National and international e-tailers aiming to develop and expand their operations to India now have the critical empirical verification concerned with the determinants of online shopping attitude and behaviour in India which would be meaningful to develop a sound marketing strategy.
Asia Pacific Journal of Marketing and Logistics – Emerald Publishing
Published: Jun 28, 2021
Keywords: Measurement invariance; Online shopping attitude; Structural invariance; Tier 2 cities
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