What is it about?
With the advent of e-tailing, there is a paradigm shift in job of the retailers, where the main concentration is on getting more hits to their website (e-store) rather than attracting the footfalls of customers to their retail outlets. In this changing retail landscape, an attempt has been made to find out the new touch points that influence e-sales. The basic objective of the study is to identify and evaluate the attributes of decision-making of online customers. The attributes in pre-purchase stage, purchase process stage and post-purchase stage of online shopping are listed out separately from the previous studies.
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Why is it important?
The primary objective of the study is to identify the attributes of consumer decision-making process in e-tailing and then to determine the attributes that derive maximum satisfaction for online shoppers. The attributes of consumer decision-making process in e-tailing will be identified from previous studies of e-tailing and will be segregated into three categories, that is, pre-purchase stage, purchase stage and post-purchase stage.
Perspectives
Finally to conclude the study, information about the e-store, information on merchandise and convenience of online transaction are pre-purchase determinants that are motivating the online consumers to give hits to an e-store. The transaction efforts, availability of merchandise, online payment security, website design, shopping experience and less checkout time are purchase process determinants that make the online consumers to log on to a particular e-tail website. Reliable delivery, return policy, customer services and benefits of shopping in a particular site are post-purchase determinants that give hits to an e-store. Online retailers and academic researchers are recommended to use the empirical model executed in this research to find out the most expected e-tail determinants by the online consumers in their respective markets/study areas.
Dr V V DEVI PRASAD KOTNI
GITAM University
Read the Original
This page is a summary of: Paradigm Shift from Attracting Footfalls for Retail Store to Getting Hits for E-stores: An Evaluation of Decision-making Attributes in E-tailing, Global Business Review, July 2017, SAGE Publications,
DOI: 10.1177/0972150917710133.
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