Published Paper Details:

This research work explores the impact of online shopping experience on consumer purchasing decision and also the influence of service quality of online shopping as well as relation between factors which influence purchase decision of consumers for online shopping and their satisfaction and loyalty towards online shopping. The structural relationship between service quality of online shopping, satisfaction and loyalty of consumers towards online shopping was also evaluated. By using the data gathered from consumers of online shopping in Chennai city of Indian continent, some salient findings were made. This study witnessed that consumers developed loyalty towards online shopping when online retailers provided convenience, excitement, offers and interactivity to consumers of online shopping and also gave better services and enhanced satisfaction of consumers of online shopping. Moreover, the risk perception of consumers in online shopping was influenced by online shopping experiences of consumers namely convenience, excitement, interactivity and offers. The satisfaction of consumers towards online shopping was influenced by convenience, offers, excitement and interactivity. In addition, loyalty of consumers for online shopping was influenced by convenience, excitement, offers and interactivity. Besides, dimensions of service quality of online shopping have direct and positive influence on satisfaction of consumers towards online shopping and in turn, satisfaction has direct and positive influence on loyalty of consumers for online shopping. In overall, it is concluded that the online shopping in Chennai city remains unexplored at present by online retailers leaving vast potential for both present and future markets.