AbstractObjectivesThis study endeavours to understand how online shopping experience varies with marital status and builds future research directions as well as practical implications.Design/Methodology/ApproachAn extensive literature review was done after secondary research. It was followed by qualitative research to nalise the instrument and there after 262 single and 222 married respondents were surveyed in a quantitative study.FindingsSigniant difference between the single and married shoppers was found amongst variables related to perceived usefulness, perceived ease of use, inuencers and trust for the most visited site.Research Limitations/ImplicationsLarger scale studies can be conducted to understand how marital status inuences e-commerce in countries other than India. The study provides several future research directions.Practical ImplicationsKey ndings from this research are expected to improve e-tailers protability by designing more targeted business strategies that meet the needs of both single and married consumers.Originality/valueMarital status is an important part of the consumer life cycle however there are only few studies that have examined its inuence on online purchase experience.
Deepak Halan (Wed,) studied this question.