E-TAILING POST DEMONETIZATION: AN EMPIRICAL STUDY USING THEORY OF PLANNED BEHAVIOR (TPB).

Purpose: Demonetization transcended into digitalization and changed the face of E-tailing market. This study intends to empirically test and evaluate Intentions to use E-tailing post- demonetization using Theory of Planned Behavior (TPB) and predict consumer's behavior and mindset. It would be helpful for the marketeers, shopping sites, young entrepreneurs and governing bodies in better understanding the consumer buying pattern and mindset for online shopping, thereby securing the future of E-tailing business. Design/Methodology/Approach- To confirm the factors, model fitness validation and testing of hypothesis; Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) technique were applied. The data was collected using survey method through a well structured questionnaire which was administered to 250 respondents from western U.P, India. Findings. It revealed that the Theory of Planned Behavior (TPB) fits with the data to analyze and interpret consumers' E-tailing post Demonetization behavior. Five hypotheses were formulated to study the relation between Subjective Norm (SN), Attitude (ATT) and Perceived Behavior Control (PBC)with Behavior Intentions (BI) and Actual Use (AU) of E-tailing of which four are accepted and one is rejected.. Research Limitation& future Research- The survey was limited to in and around Mathura, U.P, so to get a better picture &generalized results, the same study could be repeated for bigger sample size and geographical area. Originality/ value- Theory of Planned Behavior (TPB) is an important model in predicting consumer behavior.E-tailing Post Demonetization behavior in India is studied little empirically. So this study underlines the potential of E-tailing market post demonetization in detail. Paper type: Research paper [ABSTRACT FROM AUTHOR]