Research Article Open Access

DETERMINING EFFECT OF WEBOGRAPHICS ON CUSTOMER’S PURCHASE FREQUENCY IN E-RETAIL

Abstract

Understanding customer’s behavioral depositions while interacting with the Web in general has become crucial in the virtual market. Deciphering webographics has become quintessential element for success and survival of any online business. However, there has been no study which has directly investigated the relationship between webographics and purchase frequency. Therefore, with an aim to understand associations between purchase frequency and webographics, web survey has been applied to 308 respondents, who have made at least one online purchase in past six months from prominent e-retailers in India. Significant relationship has been found between purchase frequency and webographic characteristics like internet experience, computer experience, usage level (time spent), access device, access place, web skill and type of data plan used by internet shopper.

PRATEEK KALIA

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