Factors Affecting e-Tailing Website Effectiveness: An Indian Perspective

The Indian Retail Market is witnessing a revolution. The growth of internet has enabled the new retail format of the virtual retailer to emerge and forced the existing retailers to consider e-tailing model of retailing as well. A large number of consumers frequently use the Internet for shopping purposes but its' not clear what drives them to shop online. This study captures the important factors affecting the success and effectiveness of e-tailing sites to propose a unifying framework that could eventually guide research in this area and prove beneficial for e-tailers and e-marketers as well.