Title: Empirical research on the adoption and diffusion of e-commerce portals

Authors: Sanjay Mohapatra; Kishor Chandra Sahu

Addresses: Xavier Institute of Management, Bhubaneswar, Odisha, India ' Xavier Institute of Management, Bhubaneswar, Odisha, India

Abstract: While many online businesses are spending much of their money on bringing the visitors to their websites, the rate at which the website visitors get converted to customers and do transactions is very less. This study investigated the various factors that affect the e-commerce conversion rate. Results of the online survey with 160 online consumers of various e-commerce websites in India indicate that visitor's experience, user interface experience, post purchase experience, streamlined checkout process, advertisement and promotion, and m-commerce significantly affect the visitor's willingness in doing transaction and becoming loyal customers.

Keywords: e-commerce; streamline check-out process; factors affecting e-commerce conversion rate; B2B.

DOI: 10.1504/IJBIR.2018.089140

International Journal of Business Innovation and Research, 2018 Vol.15 No.2, pp.137 - 151

Received: 05 May 2016
Accepted: 16 May 2016
Published online: 08 Jan 2018 *

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