Title: Competent edge to activate the intention of online customer

Authors: Sheetal Malik; Geeti Sharma

Addresses: Department of Management Studies, IMS Ghaziabad University Courses Campus, Ghaziabad, UP, India ' Department of Management Studies, IMS Ghaziabad University Courses Campus, Ghaziabad, UP, India

Abstract: India is considered as the second largest online market with over 460 million users and also one of the fastest. Day by day, most startups are coming up with online business ideas. According to numerous researchers, online customers are less loyal as compared to offline customers. Customer retention is a major problem faced by various online companies. Today, customers who are engaged with a particular brand can switch to another brand very easily. In this competent edge, if we provide superior virtual knowledge and understanding of the customer, then there is a chance to activate the intention of the customer which will lead them to shop from the same site repeatedly. The research study will give the knowledge and understanding of the virtual experience and how it will help online companies to retain their customers. This study gives a conceptual structure of consumer satisfaction, which leads to online purchase intention for all online shoppers.

Keywords: consumer behaviour; online shopping intention; India.

DOI: 10.1504/IJBG.2023.134938

International Journal of Business and Globalisation, 2023 Vol.35 No.3, pp.249 - 262

Received: 31 Dec 2019
Accepted: 27 Feb 2020
Published online: 22 Nov 2023 *

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