Exploratory Factor Analysis Pertaining To The Perceived Value Of Internet Marketing By E-Consumers

Abstract

Purpose:In the last couple of years, the growth of E-Commerce industry in India has been phenomenal as more shoppers have started discovering the benefits of using this platform. There is enough scope for internet marketing businesses in the future if the marketers understand the Indian e-consumer psyche and cater to their needs. Objective:The primary objective of this research paper to extract the factors from the e-consumer perceived value indicators over internet marketing. Sample:The study adapt a Purposive sampling method of non-probabilistic method to determine the sample members from well-defined criteria based on researcher’s expertise and knowledge, convenience sampling chooses its sample members based on proximity to the researcher. Research Instrument:The questionnaire consists of two parts. Part one related to measure the demographic details of respondents and part two related to the measure the e-consumers perceived value over the internet marketing. Data analysis:The collected primary data finally entered for analysis using statistical software SPSS 20. The exploratory factor analysis  has done to know the emerging factors with in the twenty two e-consumer perceived value indicators.  Findings:there are four components are extracted from the twenty two indicators entered in to model. The highest factor score of 0.792 happened on V1 “Internet marketing increase the buying efficiency”. The lowest factor score of 0.470 happened on V8 “Internet marketing enhances the confidence among e-consumers”