Predicting Online Buying Using Shopping Orientation - a Study on Online Grocery Shopping among Women

India is expected to become the world's fastest growing e-commerce market, driven by robust investment in the sector and rapid increase in the number of internet users. The objectives of this empirical study is to come up with valid and reliable items to measure the orientation of women consumers and then to find if they influence their shopping behaviour. That is, this study attempts to predict women online consumers using shopping orientation of women. Exploratory factor analysis is used to come up with sub scales to measure the shopping orientation and a confirmatory factor analysis is conducted for establishing the validity of the so obtained sub scales. Logistic regression is then used to model the online purchase behaviour using the sub scales of shopping orientation.