Shopping Involvement In Online Buyi Ng Strategic study with reference to antecedents and consequences

An increasing number and variety of firms and organizations are exploiting and creating we based business opportunities. Parallel, several researches has been conducted on business to consumer (B2C) e-retailing (Liu and Arnett, 2000; Collier and Bienstock, 2006; Deng et al., 2010. However, in a country like India where the culture of E retailing in drastically new , but the potential is huge there is a significant need to determine the derivers for customer satisfaction, trust and repeat purchase. Maintaining customer repeat-purchase intention and avoiding significant switching behavior to sustain operations and gain competitive advantage is thus important for E- retailers (Kuo and Hu, 2012).

This paper aims at investigating the impact of convenience, Perceive Risk, Variety, Shopping experience and Price on the Shopping involvement of the online customers. Moreover, the effect of shopping involvement and customer satisfaction is being evaluated on repeat purchase intensions of the customers. Based on the research findings, this study makes suggestions regarding management strategies typically for retailers who see Indian customers as a prospect for E- Retailing.