Abstract
The purpose of this paper is to develop, refine and validate an e-lifestyle instrument for Indian online shoppers. Notably, in the internet era that we live in, it is absolutely imperative to understand, innovate and research the electronic lifestyles of Indians. Presently, online shopping in India is showing rapid growth and marketers are still trying to unravel and understand the lifestyles of online shoppers for purpose of segmentation, targeting and promotions. Be that as it may, Indian research scenario lacks an appropriate scale for such requirements, consequently shaping the basis of this study. Beyond refining and validating an e-lifestyle instrument, this study could provide marketers with insights on how to integrate e-lifestyles of the online shopper into marketing strategies. Altogether, the study is a significant beginning towards constructing a well-defined and more holistic image of factors influencing the Indian online shopper lifestyles.
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