The paper aims to understand the predictors of online shopping in India. It extends the Unified theory of acceptance and use of technology2 (UTAUT2) model by validating social media, reverse logistics, and pay-on-delivery (POD) mode of payment as new predictors of online shopping. Further, the impact of these variables is also empirically tested on Customer Satisfaction. The data for the study were gathered from 424 online shoppers within North Indian states through a self-administered and structured questionnaire. The proposed conceptual framework was investigated empirically by means of confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings of the study reveal that all the new constructs namely social media, reverse logistics, and POD mode of payment had a significant positive impact on customer satisfaction, whereas facilitating conditions, hedonic motivation, and habit emerged as insignificant variables. This research is one of the initial endeavors in an online shopping context that empirically validated POD, Social Media, and Reverse Logistics along with UTAUT2. Online retailers preparing to expand their operations in India, shall have essential insights concerned with the drivers of online shopping leading to customer satisfaction. This research further helps in developing marketing strategies and their implementation for targeting the vast untapped market.

本文旨在了解印度在线购物的预测因素。它通过验证社交媒体，逆向物流和支付中的付款（POD）付款模式作为在线购物的新预测指标，扩展了技术2接受和使用的统一理论（UTAUT2）模型。此外，还对客户满意度进行了经验变量测试。该研究的数据是通过自我管理和结构化的问卷调查，从北印度各州的424位在线购物者那里收集的。通过验证性因子分析（CFA）和结构方程模型（SEM）对所提出的概念框架进行了实证研究。研究结果表明，所有新结构，即社交媒体，逆向物流和POD付款方式，都对客户满意度产生了显着的积极影响，便利条件，享乐动机和习惯作为微不足道的变量出现。这项研究是在线购物环境中的初步尝试之一，该实验以经验方式验证了POD，社交媒体和逆向物流以及UTAUT2。准备在印度扩展业务的在线零售商，应具有与导致客户满意度的在线购物驱动因素有关的基本见识。这项研究进一步帮助开发了针对未开发的巨大市场的营销策略及其实施。准备在印度扩展业务的在线零售商，应具有与导致客户满意度的在线购物驱动因素有关的基本见识。这项研究进一步帮助开发了针对未开发的巨大市场的营销策略及其实施。准备在印度扩展业务的在线零售商，应具有与导致客户满意度的在线购物驱动因素有关的基本见识。这项研究进一步帮助开发了针对未开发的巨大市场的营销策略及其实施。