A review on web based factors influencing consumers online shopping

For business owners to remain competitive in today's scenario, it is necessary to understand and adapt with the changing market situations. The growing use of internet and online buying among consumers have widened the base of E-commerce market especially in B2C segment. If E-marketers are well versed with the Web based factors influencing the behaviour of online consumers, they can formulate their marketing strategies as per the needs and requirements of the customers. This paper focuses on review of literature related to the web-based factors affecting online shopping. The results showed that perceived ease of usefulness, online trust, risk perception, convenience, reliability, security of transactions, internet functionality had a positive impact on the creation of positive intention of consumers. Comparison of competitor's prices, shortage of time and wide assortment of products available online were some other factors that have a significant positive influence on online shopping behaviour.