*Assistant Professor, SBS College, Delhi University, New Delhi, India. dr.shivani.research@gmail.com
**Professor of, Computer Science and Director of Research, College of Arts and Sciences, Fayetteville State University, Fayetteville, North Carolina
***Visiting Fulbright Scholar, University of Abuja, Abuja, Nigeria, diokunbor@uncfsu.edu
JEL Classification Code: M3, M31
The internet has strengthened the position of the customers. There are millions of websites with thousands of products/services queuing up to grasp the attention of the customers. In this paper, an effort is made to study how it is perceived by users in a developing nation like India. India is a developing and a growing economy, and though the internet usage is on the rise but due to high population, the penetration rate of internet usage is still low. Hence, a potential market to be tapped by the e-commerce fraternity. In this paper, the focus is to understand the Indian customer by factoring the perceptions of the customers towards e-commerce to provide insight to the marketers to get hold of the psyche of the customers and hence entice them. For deriving the key factors influencing the perceptions of the customers, factor analysis is applied to the set of statements in the paper. The factor analysis yielded four factors stressing the evolution of active and demanding customers, problems related to e-commerce, Search engine optimization and understanding the need for interactivity and customization.
E-commerce, Internet, customer perceptions
