IDENTIFICATION OF PRE TRANSACTION PHASE COMPONENTS THAT INFLUENCE CUSTOMER’S ONLINE SHOPPING BEHAVIOUR
As the usage of internet for shopping is increasing day by day, the online marketing companies are trying to attract their customers to perform online shopping. Many studies are going on to identify the factors that influence customers to do online shopping. These studies will help the E-Commerce companies to understand customer behavior and to identify the factors the customers are prioritizing in online shopping. This paper concentrates on some of the Pre-transaction phase customer service factors like Customer Service Policy, Website/App Accessibility, Product Variety, Price, Payment Methods, Availability and Flexibility of Product Delivery, and influence of these factors in online shopping behavior of customers.
Online Shopping, E-Commerce, Customer Service Policy, Website, Pre-Transaction Phase