Main Article Content
Abstract
The proliferation of internet and the changing consumer behavior towards shopping channel has truly transformed the dimension of shopping and as well the economic scenario of the country. Hence, the purpose of the study is to identify factors influencing consumer choice of online retail channel. A sample of 200 respondents were collected from Delhi-NCR. Finding of the study indicated that convenience, Merchandise attribute and price positively influence consumer search for information online, additionally it was also found that convenience, merchandise attribute, price, situational factor and intention to search online positively influence consumer intention to purchase online. Further it was also found that information search fully mediates the relationship between price and intention to purchase online.