Purpose: Businesses need to make quick decisions and adjustments to fulfill the growing online demand. Previous studies examined various factors affecting the online sales performance of products such as books, electronics and movies; however, they paid limited attention toward the local brand...

This article describes how purchasing from an online store depends on various attributes of the online store. The relative importance given to a particular factor may vary across gender. Thus, it generates a scope of inquiry for understanding the consumer behavior while making an online...