Published Paper Details:

The recent growth of e-commerce sector and the advent of modern technologies have led to a paradigm shift in the buying pattern of consumers from conventional shopping to online shopping. Internet accessibility has become much easier through modern equipments' such as mobile phones, tablets, laptops, etc. People desire a fast-paced existence in today's hectic world. Consumers are enticed to shop online to reduce transportation costs, gain access to a wide selection, take advantage of return and exchange policies, and shop whenever they want at their door step. However, occasionally a lack of tangibles, poor after-sales support, and unsecured payment methods prevent consumers from shopping online. The purpose of this study is to identify the factors that influence consumers' unwillingness to shop online, specifically with regard to Ahmedabad City. A structured questionnaire is used to collect primary data from 1001 respondents selected purposively from Ahmedabad City of which 243 respondents preferred not to shop online. The findings imply that "Lack of Assurance Factor" as one of the major factors depicting the reasons to not shop online which comprises of items such as Lack of Confidence, Scarcity of Authentic Services, Lack of Tangibility and Lack of Satisfaction.