Online Shopping Case Study

1. INTRODUCTION
In general, electronic commerce is the process of buying and selling goods or services using electronic systems between organisations and in business-to-consumers (Saxena, 2013). With the passage of time, electronic commerce had become one of the essential characteristics in the internet era. According to UCLA (University of California, Los Angeles) Centre for communication Policy (2001), online shopping has become the third most popular activity on the internet, immediately following e-mail using, instant messaging and web browsing.

Online shopping behaviour which is also known as online buying behaviour and internet shopping or buying behaviour refers to the process of purchasing products or services through the means of
These factors are found to be most influencing towards the attitudes and behaviour of customer’s online shopping. The measures that have been employed to value vender characteristics in the factual studies include the factors like; real existence of the store i.e., the physical location of the store, the reputation of the store, its size, its reliability, the number of Internet store accesses, assurance mechanisms such as warranties, seals etc., and use of testimonials (van der Heijden et al. 2001; Liang and Lai 2000; Bhatnagar et al. 2000; Kim et al. 2001; Lowengart and Tractinskky 2001; Grazioli and Wang 2001; Pavlou 2001; Jarvenpaa et al. 2000; Lee et al. 2000). The product features that put an impact on customer’s online shopping behaviour are such as; the variety of goods, the quality, performance and uncertainty of the product, availability of the product, price of the product, its social presence requirement, product presence requirement, dependability of the product, possibility of customized products, and the brand of the product (Jahng et al. 2001; Liang and Huang 1998; Kim et al. 2001; Cho et al. 2001; Lowengart and Tractinskky 2001; Muthitacharoen 1999). In addition to this, researchers examine that there are different approaches of service provided by the venders through the online shopping process. The service
The results bearing on this factor directly influence consumer’s purchasing behaviour. In addition, there appears to be an impact on user’s satisfaction. Though it is important, there are only five studies that include it. According to Haubl and Trifts (2000), potential consumers appear to use a two-stage process in reaching purchase decisions. Initially, consumers typically screen a large set of products in order to identify a subset of promising alternatives that appears to meet their needs. They then evaluate the subset in greater depth, performing relative comparisons across products based on some desirable attributes and make a purchase decision. Using a controlled experiment, these authors discover that the interactive tools designed to assist consumers in the initial screening of available alternatives and to facilitate in-depth comparisons among selected alternatives in an online shopping environment may have strong favourable effects on both the quality and the efficiency of purchase decision’s (Haubl and Trifts 2000, p.