Literature Review On Consumer Behaviour

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A Literature review On Impact of E marketing on Consumer behaviour in Rajasthan Dr. Bhumija Chouhan Dr.Kapil Khatter, Jt. Supervisor Hans Kumar Sharma Associate Professor, Associate Professor, Jt. Supervisor. Research Scholar, Management, Supervisor, IIM, Jaipur. Jagannath University, Jaipur. Jagannath University, Jaipur. Abstract: The main purpose of this paper is to review the literature of impact of e-marketing on consumer buying behavior in Rajasthan. Consumer behavior is analysed in relation to the e-marketing activities. This literature review tries to explain the fundamental psychology of consumers what drives them to buy online. This review shows that consumers attitudes and intentions of online shopping are influenced by endogenous and exogenous factors.…show more content…
Horrigan (2008 ) in his research on “Online shopping” findings examined that American internet users accepted online shopping because it is convenient and a time saver. Consumers are worried about giving their personal or credit card details and information over internet. Sometimes consumers feels confused and frustrated by lack of information they encounter while shopping online goods and services. Generally consumers shop online goods if they have trust in online firms. Low income consumers feel more risk when they buy online goods than rich consumers. Research about online shopping has grown sharply since 2000. Shopping on the internet has become commonplace among internet users. Internet users like convenience, time saving and low prices but worry about security of their financial information. The number of online users either buying or searching information about products has doubled since
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