*Research Scholar, Periyar University and Assistant Professor, Sona College of Technology, Salem
**Research Supervisor, Periyar University and Principal, Periyar University Constituent College of Arts & Science, Pennagaram
Online published on 18 October, 2019.
The online retailing market has increased the demand for online products by emphasising the benefits of online shopping. Consumers, especially millennials, have access to smartphones and the world wide web. Online shopping is now increasingly being considered as convenient albeit with certain challenges looming in the background. The B2C segment is racing towards 33 billion dollars. Customers in India have been accustomed to visiting nearby retail outlets and physically verifying the goods before purchase. However, the millennial generation is prone to online shopping and this can be attributed to limitations of time, speed, access to information and plastic money. The competition is reaching higher levels by the day and therefore online customer fondness and online retailer recommendation are critical in such a
Online Retailing Trust Usefulness Value Fondness Recommendation
