Published Paper Details:

The rapid growth in the electronic commerce over the Internet has fuelled predictions and speculations about what makes an e-commerce web site effective. Technology, being the backbone of web based online shopping application, has a potential to play a major role in overcoming the issues users face while purchasing online which dissuades them from making successful transactions. The growth of online shopping is dependent on the spread and growth of internet usage and improvement in hardware and software technologies where more and more content can be delivered to the users at a much faster pace than before. Specifically, the present study examined the relative importance of technical, trusting, and facilitating environment in influencing consumer intention to purchase online. For this, a convenience sampling has been collected empirically using survey questionnaires method from various part of India in early 2014. The findings revealed that sites embedded with advanced technical environment and having trusting and facilitating environment help enhancing customers� buying intention. The results of the study will be useful to e-retailers and e-marketers to enhance their site preference and their customer base.