Role of convenience in E-shopping - A literature review (the most essential of customer centric business)

Today's consumers are seeking solutions that allow them to maximize their free time and disposable income dollar, and spend more time doing the things they value. The convenience trend is driven by this desire to create more leisure time. Shopping convenience has been one of the principal motivations underlying customer inclinations to adopt online purchasing. In this study we will develop the construct of e-convenience through literature reviews. The study will highlight the number of variables affecting convenience preference. It will help to develops the hypothesis of e-convenience through literature reviews & how convenience can be achieved.

Analysis revealed that e-Convenience has direct positive impact on customer satisfaction, cost reduction & increase customer loyalty towards e shopping. Satisfaction also have positive relation with repurchase intention. A satisfied customer is more likely to make another online purchase and intention to buy, to recommend online buying to his friends, colleagues or relatives and finally, to patronize online buying over traditional buying. The more convenience perceived in searching, transaction & possession/post-purchase, the grater is the possibility for repurchasing and recommendation by the customer.