Shopping Involvement in Online Shopping : An Exploratory Study

Abstract

Over the years, there has been an increasing number and variety of firms and organizations exploiting and creating web based business opportunities. Parallel, several researches have been conducted on business to consumer (B2C) e-retailing. However, in a country like India where the culture of E retailing in 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. This research paper aims at investigating the impact of convenience, perceived 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.

Keywords

• online shopping
• e-retail.