Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India

Abstract

Netnography is a specialized form of ethnographic research that has been adapted to the unique contingencies of various types of computer-mediated social interaction. With the tremendous growth in the number of Internet users in India, the potential of utilizing netnography to study various aspects of management and business has also increased. Several e-Commerce companies have started operating in India since 2007. Over time, the number of online consumers has also increased in India. Therefore it is important to know the online consumer behaviour towards e-Commerce companies operating in India. Keeping the above facts in view, this chapter proposes Netnogrpahy as an effective research method to assess online consumer behavior. The chapter not only helps in providing future agenda for research, but also presents a framework that may be adopted to carry out Netnogrpahy of e-commerce related websites in India.