Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India
Online shopping has become increasingly prevalent in recent years, overshadowing traditional brick-and-mortar shopping. Research has tried to understand the online shopping experiences of various consumers. However, the online shopping experiences of consumers with visual impairment (CWV) gained le...
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| Format: | Article |
| Language: | English |
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Vilnius University Press
2024-05-01
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| Series: | Organizations and Markets in Emerging Economies |
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| Online Access: | https://www.zurnalai.vu.lt/omee/article/view/33954 |
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| author | Greeshma Benny Thadikaran Sandeep Kumar Singh |
| author_facet | Greeshma Benny Thadikaran Sandeep Kumar Singh |
| author_sort | Greeshma Benny Thadikaran |
| collection | DOAJ |
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Online shopping has become increasingly prevalent in recent years, overshadowing traditional brick-and-mortar shopping. Research has tried to understand the online shopping experiences of various consumers. However, the online shopping experiences of consumers with visual impairment (CWV) gained less attention. This study captures the online shopping experiences of CWV by employing a phenomenological qualitative approach. Data was collected from CWV through semi-structured interviews. The sample size of this study was fifteen, and data was analyzed using NVivo14. The findings indicate a growing preference for online shopping among the CWV. The results explore the accessibility-related issues encountered by CWV and strategies employed to overcome them. Additionally, the paper underscores the benefits of independence and the impact of online shopping on the personal growth and well-being of CWV. The study provides insights to marketers to foster inclusion in the digital marketplace. This study helps marketers and other stakeholders to understand the online shopping experiences of CWV and ensures consumer well-being and inclusion.
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| format | Article |
| id | doaj-art-7af66c3574a6472ab191770d94460a33 |
| institution | Kabale University |
| issn | 2029-4581 2345-0037 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj-art-7af66c3574a6472ab191770d94460a332025-02-11T18:16:43ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372024-05-01151(30)10.15388/omee.2024.15.5Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in IndiaGreeshma Benny Thadikaran0Sandeep Kumar Singh1School of Commerce Finance and Accountancy, CHRIST (Deemed to be University), Bengaluru, IndiaSchool of Commerce Finance and Accountancy, CHRIST (Deemed to be University), Bengaluru, India Online shopping has become increasingly prevalent in recent years, overshadowing traditional brick-and-mortar shopping. Research has tried to understand the online shopping experiences of various consumers. However, the online shopping experiences of consumers with visual impairment (CWV) gained less attention. This study captures the online shopping experiences of CWV by employing a phenomenological qualitative approach. Data was collected from CWV through semi-structured interviews. The sample size of this study was fifteen, and data was analyzed using NVivo14. The findings indicate a growing preference for online shopping among the CWV. The results explore the accessibility-related issues encountered by CWV and strategies employed to overcome them. Additionally, the paper underscores the benefits of independence and the impact of online shopping on the personal growth and well-being of CWV. The study provides insights to marketers to foster inclusion in the digital marketplace. This study helps marketers and other stakeholders to understand the online shopping experiences of CWV and ensures consumer well-being and inclusion. https://www.zurnalai.vu.lt/omee/article/view/33954Online ShoppingAcessibility Consumers with visual impairment |
| spellingShingle | Greeshma Benny Thadikaran Sandeep Kumar Singh Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India Organizations and Markets in Emerging Economies Online Shopping Acessibility Consumers with visual impairment |
| title | Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India |
| title_full | Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India |
| title_fullStr | Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India |
| title_full_unstemmed | Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India |
| title_short | Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India |
| title_sort | fostering inclusion in digital marketplace vistas into the online shopping experiences of consumers with visual impairment in india |
| topic | Online Shopping Acessibility Consumers with visual impairment |
| url | https://www.zurnalai.vu.lt/omee/article/view/33954 |
| work_keys_str_mv | AT greeshmabennythadikaran fosteringinclusionindigitalmarketplacevistasintotheonlineshoppingexperiencesofconsumerswithvisualimpairmentinindia AT sandeepkumarsingh fosteringinclusionindigitalmarketplacevistasintotheonlineshoppingexperiencesofconsumerswithvisualimpairmentinindia |