A Study on the Factors That Determine Economic Sustainability through E-Commerce Participation

Dr. O.S.Vedavalli

Sustainability; Economics; Buying Intent; Web Loyalty; E-Commerce Platform.

Participating in any kind of online business activity is becoming more and more important to the financial viability of companies of all sizes and industries. Even though e-commerce has few technical barriers to entry, many businesses’ capacity to adjust to new online markets is essential to their long-term financial success. To compete with the combined markets of industrialized nations, India’s e-commerce industry has experienced a notable upswing. Online shopping platforms are crucial for firms operating in these conditions, and this study explores the major factors that influence Indian consumers’ desire to utilize and support them. Given the fierce rivalry between Indian e-commerce platforms, it is especially important to comprehend the elements that affect consumer choice. A quantitative survey of 242 seasoned Indian internet buyers was carried out. Structural equation modeling (SEM) analysis of the data showed that a model with three factor components predicts whether or not customers will choose an online shopping platform. Web Loyalty (WL) and Buying Intent (BI) are both indicated by Digital Shopping Experience (DSE). These results demonstrate the need for e-commerce platforms to concentrate on important DSP components, such as improving the company’s reputation, providing a wide variety of products, creating intuitive online shopping experiences, and raising platform awareness. Both e-commerce experts and researchers with an interest in e-commerce can benefit from these insights.

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