Determinants of Consumer Patronage for e-Tail Outlet Choice : An Empirical Evidence from An Indian City of Visakhapatnam

The basic purpose of the study is to identify the determinants of patronage of online customers while selecting an electronic retail website. The study attempts to identify the determinants with respect to the buying process of online customers. The determinants of before, during and after purchase stages of online shopping are listed out from the previous literature of e-tailing. The expectations towards all these determinants are recorded on a five point scale with a structured questionnaire from a sample of 600 online shoppers in an Indian city of Visakhapatnam. The determinants are evaluated by adopting multivariate analysis tools like factor analysis to determine most influencing determinants of electronic shopping store selection, thereby proposes the etailers to concentrate on the most significant determinants identified after performing factor analysis for data reduction