Title: Determinants of online consumer behaviour towards e-tailing in India

Authors: Asma Khan; Asif Ali Syed

Addresses: Department of Business Administration, Aligarh Muslim University, Aligarh, India ' Department of Business Administration, Aligarh Muslim University, Aligarh, India

Abstract: Internet has brought a revolution in the way we live today. This paper aims to provide an overview of the e-tail scenario in India and study the factors that influence the online buying behaviour of e-consumers. It explores the various issues, opportunities and endeavours to draw an effective e-tailing strategy for Indian online sector based upon extensive the literature reviewed and factors assimilated on e-tailing models from Indian and global studies. The research also suggests ways in which the e-tailers can recuperate their virtual presence and enhance online consumer purchases and revisits. The contributions of the findings would attempt to assist policy makers, e-marketers and provide an insight for further research exploring the gaps in this important social and commercial economic discipline which impacts each and everyone of us.

Keywords: e-consumers; e-tailing; e-shopper; e-marketing; India.

DOI: 10.1504/IJENM.2018.094689

International Journal of Enterprise Network Management, 2018 Vol.9 No.3/4, pp.455 - 480

Received: 22 Apr 2017
Accepted: 28 May 2018
Published online: 11 Sep 2018 *

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