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.