INTERNATIONAL RESEARCH JOURNAL OF SCIENCE ENGINEERING AND TECHNOLOGY

( Online- ISSN 2454 -3195 ) New DOI : 10.32804/RJSET

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CUSTOMER’S INTENTION TO RE-TRANSACT ONLINE IN A DEVELOPING COUNTRY

    1 Author(s):  DR. MAMTA SAREEN

Vol -  10, Issue- 3 ,         Page(s) : 71 - 84  (2020 ) DOI : https://doi.org/10.32804/RJSET

Abstract

With the rapid growth and penetration of internet in our daily lives, the traditional manner of trade is slowly being replaced by the virtual commerce. Many companies are investing in the virtual environment to have their presence there. Although, online shopping offers number of benefits to the consumers with respect to saving users time and efforts, number of studies predicted that large group of customers are still resisting this way of shopping. Further, it is indicated in various surveys that e-retailers are unable to retain their customer base as users generally do not prefer to use the virtual medium repetitively for shopping. The scope of this paper is to dwell in the various perceptions behind the Indian customer in regards to their intention to re-transact online.

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