E-Tailing Paradigm: (A Diagnostic and Prognostic Study of E-Tailing Practices in Bangalore Metropolitan Area)


  • M. P. Birla Institute of Management, Bangalore, India


The Electronic Retailing (E-Tailing) market in India is still considered to be in its infancy, despite having been around for one decade. The share of online retailing in the $180 billion Indian retail market is insignificant despite the deep penetration of the Internet incrementally over the years. It has become imperative to convert "online visitors" to "online customers".

As the E-tailing concept in India is still relatively new, there is a limitation to availability of information. While substantial amount of research has gone into retailing in India and elsewhere, not much research has been undertaken on the dynamics of the E-tailing paradigm in India. The current literature available appears to be inadequate to cover the entire gamut of the E-tailing paradigm.

A novel model based on the generic "Technology Acceptance Model (TAM)" was developed and empirically tested to understand whether 'credibility', 'security', 'privacy', 'communication', and 'gullibility' affect a customer's 'perceived trust', and whether 'perceived trust', 'perceived value-for-money', 'perceived navigability', and 'perceived quality of E-services' affect a customer's 'confidence for buying', and whether 'confidence for buying' and 'technological comfort' affect 'actual online buying'. This was done because it was felt that there is a necessity to integrate constructs from E-tailing practices with TAM to present a model of acceptance of E-tailing to provide a rich understanding of the acceptance and technology use of this specific class of technology.

The findings of the study indicate that 'security', 'communication' and 'gullibility' are the antecedents of 'perceived trust'; 'perceived trust', 'perceived value-for-money', and 'perceived quality of e-services' are the antecedents for 'confidence for buying'; and 'confidence for buying' and 'technological comfort' are the antecedents for 'actual online buying'. The findings further suggest that 'credibility' and 'privacy' do not affect 'perceived trust' and 'perceived navigability' does not affect 'confidence for buying'.


E-Tailing, Technology Acceptance Model, E-Tail Acceptance Model.

Subject Discipline

Financial Management

Full Text:


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