Online Shopping Behavior: A Study of Factors Influencing Consumer Satisfaction on Online viz-a-viz Conventional Store Shopping

Online shopping is a recent phenomenon in the field of E-Business with promising results indicating revolutionary change in shopping in the world. Accessibility and convenience are the key drivers for a major shift to online shopping. Due to ever increasing work pressure, multiple roles in life style, paucity of time, consumers are on the lookout of such facility that can suit to their changing needs. Online shopping provides the right solution to get the desired goods and services with a touch on the computer/ mobile screen. Consumers are more connected than ever before and have more information and choices at their fingertips today due to expanding connectivity of internet all over the world. If e-marketers know and understand the factors affecting consumer satisfaction, they can further sharpen their marketing strategies to attract and retain customers. The study focuses on identifying the factors influencing online shopping behavior and the reasons for preferring online shopping compared to shopping in conventional stores.