ABSTRACT

This paper explores the conceptual model that comprehensively describes the essential elements of online shopping experience. In this research, an extensive survey of existing related studies was made and their findings were amalgamated into a model called OSE (Online Shopping Experience Model). The factors that have been examined in previous studies were classified based on their similarity and pattern of their findings. This resulted in the conclusion that numerous factors have been examined in the online shopping context and diverse results on those factors have been reported. The proposed model in this study helps to ascertain the factors that influences online shopping experience which is wide open for future research avenues. Keywords: Online marketing, online shopping, online shopping experience, Customer online shopping, India
Publication date: 25/09/2021

https://ijbpas.com/pdf/2021/September/MS_IJBPAS_2021_SEPT_SPCL_1006.pdf

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https://doi.org/10.31032/IJBPAS/2021/10.9.1006