Abstract
ABSTRACT The study examines various factors influencing online shopping in India .The research analyzes website quality and other drivers of online shopping to evaluate their impact on customer satisfaction. It also analyzes “Social Media interactions” and “Pay on Delivery (POD)” mode of payment as new drivers of online shopping. Data collected from a sample of 500 online shoppers was analyzed using structural equation modeling. In this study both social media interactions and POD emerged as significant drivers of online shopping. These drivers of online shopping along with website quality had significant impact on customer satisfaction. The results would motivate e-retailers to capitalize on social media and POD mode of payment to convert traditional shoppers to become online shoppers.
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