Adding to the above discussion the interesting

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2017). Adding to the above discussion the interesting developmental aspect about Indian market is that there is positive trend in the development of internet subscribers in India with a growth of 18% increase from the previous year. Internet is used for many purposes. It is also expected to increase the internet users in India to 829 million by 2021, which is about 59 % of the total population (IBEF report, Nov2017). As a source for information for researching, internet is used for seeking information and evaluation of alternatives, but may or may not be ending up purchasing online. Online shopping is still a biggest challenge for Indians (ETRetail, Nov 20 th , 2017). Based on thorough discussion, academicians, industry experts gave a opinion that, there requires much of empirical research and theories to be developed in the area of consumer behaviour towards internet purchases, especially in Indian context. The reasons behind the purchasing online and the factors influencing the buying intention have to be explored to develop a strong predictive theory in predicting the online buying behavior. RESULTS: Table 2: Items in questionnaire 1 Using internet increases my efficiency in purchasing 2 Using internet reduces cost 3 Internet usage facilitates in better decision making 4 Internet provides sufficient information about the products. 5 Internet is a good source of information for searching products 6 Internet helps in easy comparison of products 7 Internet purchases helps to save the cost of transportation 8 Internet enables to receive the products at our door step 9 It is easy to return the products when purchased on internet 10 Internet offers products at low prices 11 It is convenient to make purchases over internet 12 Internet enables me to plan my purchases properly 13 Internet has made a difference in my life for making purchases 14 Internet empowers me with sufficient information 15 Internet enables me to make my payment process simpler 16 Overall I prefer to use internet to make purchases over traditional mode Source: Primary
International Journal of Management Studies ISSN(Print) 2249 - 0302 ISSN (Online)2231 - 2528 Vol. V, Issue 3(7), July 2018 [66] Reliability test: Cronbach‟s alpha test was used to test the reliability of items in the questionnaire and was found to be 0.762. The value was found to be reasonably high and hence was decided that the questionnaire was reliable for further analysis. Table 3: Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items No of Items .758 .762 16 Source: Primary KMO test for sampling adequacy: Kaiser Mayer Olkin Test was used to measure sampling adequacy to conduct factor analysis. According to (Kaiser, 1974), Cerny, C.A., & Kaiser, H.F. (1977) , KMO value above 0.9 was considered marvellous, between 0.8 and 0.9 was considered as meritorious, 0.7 and 0.8 was considered good, 0.5 and 0.7 was mediocre and below 0.5 was miserable.

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