ONLINE PURCHASE PHOBIA AMONG CONSUMERS IN KERALA: AN ANALYSIS OF KEY INFLUENCING FACTORS
Abstract
This study investigates the phenomenon of online purchase phobia among consumers in Kerala and examines the key factors influencing it. A total of 167 respondents were selected through stratified random sampling from across Kerala. Data were collected using a structured questionnaire and analysed using descriptive statistics, ANOVA, and multiple linear regression. The findings reveal that education level, monthly family income, and digital literacy significantly predict levels of online purchase phobia, with higher levels of education, income, and digital literacy associated with reduced fear and anxiety related to online shopping. Phobia levels also varied significantly across product categories, with jewellery and electronics causing the most apprehension. Furthermore, consumers who shop online more frequently exhibited lower levels of purchase phobia, emphasizing the role of experience and trust. The study offers valuable insights for e-commerce platforms, marketers, and policymakers to enhance digital inclusion and reduce psychological barriers to online commerce, thereby promoting greater participation in digital markets across Kerala.
Keyword : Online Purchase Phobia, Consumer Behaviour, Digital Literacy E-Commerce in Kerala
This work is licensed under a Creative Commons Attribution 4.0 International License.
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