نقش مزایای درک شده در شکل گیری نگرش خرید آنلاین در میان خریداران زن در هند The role of perceived benefits in formation of online shopping attitude among women shoppers in India

1. Introduction The Growth of Internet in India can be estimated from the fact that in 1990 the number of people accessing the internet per hundred people in India was zero (World Bank, 2016). The number today has been escalated to 26 people per hundred people in the country. In terms of penetration level, the penetration rate of the internet in Asia in the year 2015 was reported to be 40% (Internetworldstats.com, 2016). In India, the penetration level has escalated from 0.5% in 2000 to 34.8% in 2016 (Internetlivestats.com, 2016). The internet also referred to as the World Wide Web today has an impact on the country’s economy as well. After the adoption of E-commerce as a medium to transact business, internet has acquired a significant place in the economy. World Trade organization (2013) defines ecommerce as “sale or purchase of goods or services conducted over computer networks by methods specifically designed for the purpose of receiving or placing of orders”. E-commerce is relatively a new concept in India than other countries in the world but it is gaining popularity and a significant share in retail sales. In 2015, the electronic retail (e-tail) sales accounted for 1.7 percent of all retail sales in India, this figure is predicted to reach 4.4 percent in 2019(“E-commerce share of total retail sales in India from 2014 to 2019”, 2017). Regardless of the fact that online shopping is at a nascent stage in India, online shopping is viewed as a lucrative business opportunity in various strong retailers’ websites such as Flipkart, snapdeal, Amazon, Paytm, Jabong and others. In the last few years the number of online Shopping websites has been increasing continuously in India; it is probable that the number of internet users intending shop online would also rise. The validation behind this statement is that the number of internet users has risen exponentially. As mentioned above, the internet penetration rate in India has increased from 0.5% in 2000 to 34.8% in 2016 (Internetworldstats.com, 2016), which widens the scope of ecommerce in future as well.