Socio-Economic and e-Marketing Determinants of Online Consumer Behavior in India

Abstract

This conceptual paper explores the socio-economic factors influencing online shopping behavior in India through the lens of Schiffman and Kanuk’s consumer behavior model. As internet penetration and smartphone usage continue to rise, India’s online retail landscape is undergoing rapid transformation. However, this growth is moderated by unique challenges such as income disparities, digital literacy gaps, and cultural diversity. The study examines how social influences, economic status, and consumer decision-making processes collectively shape online consumer behavior. Drawing from existing literature, it identifies key variables like peer influence, family dynamics, income levels, and technological familiarity that affect e-commerce engagement. The proposed framework offers insights for marketers to design inclusive and targeted strategies that align with the diverse Indian consumer base. The paper concludes with recommendations for future research to empirically validate the model and integrate emerging variables such as trust, convenience, and mobile usability.