With the advent of e-tailing, there is a paradigm shift in job of the retailers, where the main concentration is on getting more hits to their website (e-store) rather than attracting the footfalls of customers to their retail outlets. In this changing retail landscape, an attempt has been made to find out the new touch points that influence e-sales. The basic objective of the study is to identify and evaluate the attributes of decision-making of online customers. The attributes in pre-purchase stage, purchase process stage and post-purchase stage of online shopping are listed out separately from the previous studies.
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