DOMINANT CLUSTERS OF ONLINE SHOPPING PURCHASE INTENTION: A DISCRIMINANT ANALYSIS APPROACH

The Present study was aimed to explore different types of cluster groups with respect online shopping purchase intention of women consumers in Chennai city. The present study adopted exploratory and descriptive research design and survey method to gather primary responses from women consumers. The result indicates that three dominant cluster groups has been significantly differentiated with two significant discriminant functions. The cluster groups such as, low intention group, moderate intention group and higher intention group was emerged out of five factors such as, accessibility, convenience, consideration, website design and shopping comforts of online shopping. Further, the researchers suggested to enhance the experience and satisfaction of the online shoppers to increase the growth of the e-commerce industry.