Main Article Content
Abstract
The growing use of Internet in India provides a developing prospect for E-marketers. If E-marketers know the factors affecting online retail shopping buyer’s behaviour, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to convert potential customers into active ones, while retaining existent online retail customers. Online shopping or online retailing is a form of electronic commerce whereby consumers directly buy goods or services from a seller over the Internet without an intermediary service.