Abstract
The growing use of Internet in India provides a developing prospect for E-marketers. If E-marketers know the factors affecting online buyers' behavior, and the relationships between these factors and the type of online buyers, then they can further develop their marketing strategies to retain the existing online, while converting potential customers into active customers. This study focuses on factors affecting the online buyers' behavior. It also investigates how online advertisements influence consumers to buy online. Is E-shopping in India a reality or is it still an uncherished dream of the Indian consumer/seller? E-marketers need to focus more on research measures to encourage the consumers to purchase online. Accurate advertisement about product features, product warranties, avenues for customers' feedback complaints and certification of the websites can play an important role to boost the Indian consumers' confidence on E-shopping.
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