*Associate Professor, Women's College of Arts & Commerce, 310 B, New Nandanwan, Nagpur
**Assistant Professor, Sinhgad Institute of Business Administration and Computer Application, Kusgaon
Online published on 11 April, 2014.
With the ever increasing use of Internet has tremendously increased the number of customers who shop online. Any purchase decision is influences by the various attributes/features of products. However in online shopping there is one more aspect and that is web site which is used by the customers. These website offers basket of products to attract the customer. This paper is an effort to understand what a customer is looking for in online shopping web sites various variables were considered and most important variables were searched with the help of factor analysis.
Online Shopping, Shopping websites, online purchase behavior, Factors of Online shopping
