1Prof. (Marketing) and Academic Cord. Birla Institute of Technology (Deemed UnNoida, Uttar PradeshIndia
2Research Scholar, Singhania University
3Solution Architect, Computer Sciences Corp.
Online published on 11 February, 2021.
Internet has proved to be an excellent medium for e-marketers to reach to a wider spectrum of audience efficiently. It has caused a phenomenal amount of change in the consumers' decision making process. In contrast to the increasing volume of internet, e-tailing is still in the nascent stages in India. This study investigates the online buying behavior of Indian customers. It also identifies whether four categories of online buyers viz. Trial buyers, Occasional Buyers, Frequent Buyers and Regular Buyers perceive various website factors differently. The research is based on Wolfinbarger and Gilly's (2003) study which recognizes four factors - website design, fulfillment/reliability, privacy/security and customer service as strong determinants of customers' online buying behavior. Results indicate that online shoppers perceive different factors affecting online purchase activity differently. By carefully understanding consumer requirements, internet marketers can tailor their business models to assuage the customer anxiety with respect to online retailing.
Internet retailing, Consumer buying behavior, Online buyers
