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A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift
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Author(s): Syed Habeeb (National Institute of Technology Warangal, India) and K. Francis Sudhakar (National Institute of Technology Warangal, India)
Copyright: 2020
Pages: 19
Source title: Handbook of Research on Social and Organizational Dynamics in the Digital Era
Source Author(s)/Editor(s): Efosa C. Idemudia (Arkansas Tech University, USA)
DOI: 10.4018/978-1-5225-8933-4.ch026

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Abstract

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

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