Volume 7 | Issue -2
Volume 7 | Issue -2
Volume 7 | Issue -2
Volume 7 | Issue -2
Volume 7 | Issue -2
Behavioural intention being one of the most important factors of online purchases has gained the attention of both marketing professionals and academicians. In today’s world, there is a synergy created between marketing, retailing and technology which helps in creating value for business and brings about positive outcomes with respect to customer experiences. Customer relationships could be developed only when the company realized the need to develop and maintain online activities which could help in the which help in the exchanges of ideas, products and services and create value for both the buyer and seller. This makes it obvious that it would be necessary for online seller to focus attention on the buyer’s e-attitude and e-behaviour as strong motivators influencing online repurchases. The study is being conducted with the intention of exploring the antecedents of factors of e-shopping behavioural intention influencing customer satisfaction of working women in India. The results of SEM shows that there is structural relationship among the variables included in the conceptual model.